Pro Direct, London

For those who fear that online will be the death of physical retail, the good news is that online retailers continue to show their faith in stores with the trend known as ‘Clicks to Bricks’.

What is even better is that these online brands are leading the way in innovation in technology, store design and service.

Traditional retail has much to learn from these hungry new brands.

Pro Direct is the latest and most innovative example.

The world’s largest online retailer of football boots, Pro Direct has taken its online product authority and developed its first ever experimental flagship, which it has opened in London’s Carnaby Street district.

Designed by Green Room Retail, the store is a flexible grid system of digital screens and product display panels which can adapt in real time to present brand stories, themed collections or full store takeovers.

Interactive digital mannequins feature life-size video of players and models wearing sport fashion lines.

The digital displays allow for real time social media feeds along with reviews and interactions for the users. An iconic glass monolith, in changing coloured light, displays special limited edition boots and signed boots by the world’s best players.

The basement area is also used for player appearances, launch events, live match screenings and display of soccer art. Pro Direct have created a living ‘news channel’ that is a total soccer expert destination.

The store is packed with digital multichannel tools; podium screen displays feature QR codes and all the staff have iPads which connect to the main online store.

Pro Direct also uses Pay Pal for checkout free mobile payment. The aim is to create a seamless interface between the physical and digital. It’s experimental but fun.

Staff can control the music, light levels and colours in store from each of their own hand held iPads. This means the mood and ambience can be changed to suit the customer.

The basement features three life sized digital mannequins in 4K definition, controlled from podium screen displays. Swipe the collection and the mannequins move and change in real time.