This deep empathy makes Boots unique, giving us a real insight and fresh perspective on Christmas too. That said, the pandemic gave Boots chance to rediscover what made it special.īy getting even closer to people’s lives during this tough period, we experienced their ups and downs first hand. We’d slipped back to 4th place preference in consumers’ minds, many associating us with last minute, less considered purchases. But post-pandemic, this was being challenged. The whole experience was scaled into satellite spaces across White City, Stratford, and Carnaby Stores.īoots had always been the go-to place on the high street for Christmas gifts. We also programmed and delivered a series of activations to drive store traffic and adidas membership. We gave the rest of our space that same retro appeal, filling it with vintage furniture, heritage moments and interactive props so consumers could relax and discover as they shopped.

Our space was for them to literally gather round the TV for the match, curated with the new nostalgia they know so well. Our aim was to put an irreverent spin on traditional game narratives - resonating with young audiences who make their own football culture outside of the mainstream. Taking its cues from the kitsch aesthetic of 1970s family living, the adidas space was a set-design installation that we carried across windows and granular touchpoints. So we built a home for them in the beating heart of one of football’s great cities. Our approach was based on the idea that every four years the global diaspora comes together for sport’s biggest tournament generations, geographies and cultures of players and fans all uniting for a family reunion. For the 2022 World Cup, IMA-HOME designed a conceptual retail environment for adidas’s London flagship store, transforming the space into a playful suburban house, a place for the whole football family to belong.

Tank Girl by Alan C. Martin