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FutureBrand creates the retail store design concept for London 2012 Olympic and Paralympic Games
FutureBrand, part of McCann Worldgroup, the official Marketing Services Provider of London 2012 Olympic and Paralympic Games, has designed and created London 2012 retail concepts for both pre and during Games time. Following the successful sign off by the IOC and IPC of the FutureBrand-designed Olympic and Paralympic Games look and feel in March, LOCOG’s Brand and Retail teams asked FutureBrand to help write the brief and create the dedicated London 2012 branded retail concept to be used across all official shops. This includes the first official shop that opened at St Pancras International Station to coincide with 2 years to go to the Opening Ceremony of the London 2012 Olympic Games.
The retail concept will be consistent across all official retail shops including John Lewis Oxford Street and Stratford shops and LOCOG’s games time operation.
To ensure the right balance between creating an on-brand memorable London 2012 experience for the visitor and an efficient and commercially viable retail space, Futurebrand utilised their ‘Retail Brand Experience Model’ to help tease out a winning solution.
The ‘Retail Drivers’ of the project were key in determining the final deliverables and included: What the solution must provide and get right to answer the customer’s basic shopping needs and promote ease of shopping; understand and hero the ‘Growth Engines’ in-store (where the money will be made and commercial success delivered); provide the ‘Brand Definer’ look and feel throughout the whole shopping experience to make it unique and the brand narrative understandable.
Paul Bretherton, Creative Director of Branded Environments at FutureBrand, said “This was such an important brief for LOCOG to get right, as the commercial success of the retail offer is essential to the overall success of the Games in terms of revenue generation. Our proven track record in the retail sector gave LOCOG reassurance that we could be trusted with delivering a successful solution.”
The London 2012 brand is the vehicle that brings the retail look and feel to life. The brand identity depicts positive energy bursting out from its heart, in all directions, connecting everyone and bringing everyone together…to inspire and share with everybody the spirit of the London 2012 Olympic and Paralympic Games.
This energy burst is the focus, but to be truly ‘inspired by sport at the heart of London’ the design is complimented by the use of both sports Pictograms and London landmark icons and a visually striking colour palette.
