As part of their ongoing commitment to be the premier destination for footwear and apparel from brands such as adidas, Nike, PUMA, Under Armour, and more, Foot Locker celebrated a successful opening of its 34th Street Flagship store in NYC Tuesday August 30, 2016.

After deciding to move their 34th Street corporate offices, Foot Locker recognized an opportunity to leverage prime retail space for a new store. Big Red Rooster was brought in as a crucial partner in this unique and challenging project. To overcome the obstacle of a second floor store space in the middle of New York City, the design of the store needed to work not only as a complete experience once the customer was inside, but also as an alluring brand beacon that invites consumers to explore further.

Inside the first floor entry, our team designed a larger-than-life digital wall designed to draw customers upstairs into the actual selling environment. A brand mural telling the Foot Locker story, designed by a local New York artist, is opposite the digital takeover. Concepts for the entryway set the standard for the rest of the retail space.

A challenge Big Red Rooster had to solve for was the variety of brands being housed in the space, a house of brands, which include House of Hoops, PUMA Lab, and The Foundation – an adidas concept shop. Our team designed a unique layout of the nearly 10,000 square feet space, organizing by brand rather than by product category. By doing this, each brand has their own brand expression with an opportunity for cross-category product offerings.

In addition to the main space on 34th Street, Big Red Rooster also created a VIP activation area in the connected 33rd Street location. NYC33 is designed as a completely customizable event space that when in use, would excite and promote a new product launch, celebrity appearance, or other events could be utilized by brands in conjunction with Foot Locker. An expandable mezzanine provides additional space for VIPs and musical guests. The subtle exterior makes the location secretive and exclusive, only recognizable to those in the know.