GAME

Flagship store experience

Designing and building the ultimate gaming utopia for GAME’s flagship retail store and BELONG esports arena on London's iconic Oxford Street.

Collage of images showing the interior of London's GAME store, with display stands filled with gaming merchandise, a tech table layout for sound testing, and schematic designs for the store layout and customer interaction areas.
Collage showing various aspects of the GAME store: a schematic design for a customer service point, a close-up of a black metal mesh panel, and wide shots of the store's interior with gaming products on display and a prominent GAME logo.
Collage depicting the interior of a GAME store, including gaming stations, merchandise displays, and seating areas, with an overlay of a floorplan indicating store layout and a close-up of a textured wall panel.
Interior of GAME store showcasing a well-lit space with merchandise displays, gaming accessories, and a prominent GAME logo on the store's front counter.
Gamers at a gaming station with neon lighting, focused intently on their screens, wearing headphones and using high-end gaming equipment.Interior of the GAME store, featuring shelves stocked with various gaming merchandise, ambient lighting.
Darkened interior of the GAME store's gaming arena with vibrant purple neon lighting, high-performance PC gaming setups, and ergonomic chairs.

So good, I've got
the Upstairs brand mark
tattoed on my chest.

Chef Patron - Tom Shepherd

Project team

Outsider
-
Concept Creation
Creative Direction
Experiential Design
Production Management
JMH
–
Furniture Concepts
Design Production

Dragonfly
–
Print Production

Sigma
-
Fit-out Team
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