Located in the fashionable Corso Vittorio Emanuele shopping district in the heart of Milan, the store opened in June showcasing a dynamic front window LED display made up of 39 Martin Professional EC-20 LED panels.
Lead designers for the Foot Locker brand across Europe is design and consultancy company rpa:group. James Breaks, associate director of rpa:vision's design division, comments, "I was at Euroshop earlier in the year together with the client who saw the EC-20 panels at the Martin stand. Foot Locker wanted the potential to create something startling and bold. They were looking to stand out and make a massive impression. The EC-20 display was just what they were looking for.
"We wanted to use performance technology from concerts - power and light - in a retail setting to create interest and appeal to the energy of youth, and it works well," Breaks says referring to LED panels' more typical use in concert and event environments."
The EC-20 LED screen in the main storefront window primarily runs Foot Locker content but also incorporates branding graphics and content from some of its top footwear brands.
"There is a lot of media content supplied to Foot Locker by brands such as Nike and Adidas, and they need somewhere to project it. The LED screen can be used as an effective white board for these companies to come up with and display content," Breaks concludes.
(Jim Evans)
