Pro Direct LDN-19, London, UK

Pro Direct


Technology Consultancy for AV


9 Months


Pro Direct


The client 

Pro Direct   

Established as a company in 1981, Pro Direct has become the World's largest online football store feeding a global audience from the UK, shipping to Europe and the US to over 200 countries.


The brief 

Develop two new sports focused engagement zones

Working in partnship with Green Room and Vivid, Pro:Direct presented a clear brief, transforming the brand from an ‘e-tailer’ into a digitally dynamic, multichannel retailer. The key question was how to merge physical and digital to create the ultimate retail concept – one that would reflect the pace and interactions of digital life, while adrenalising the senses in a way only physical submersion can. The answer was a store environment that refreshes as quickly as the digital world.



The challenge 

The experience needed to be real-time, interactive, immersive, engaging and instantly shareable

By mapping out the continuous circle of on and off-line engagements, it was established that the customers’ route to purchase was influenced by multiple touch-points; from on-pitch banter with peers to online news from their favourite teams, players and brands. As a team, we needed to develop an experience which would respond to this, providing real-time, interactive, immersive, engaging and importantly, shareable content within the physical environment. This approach needed to focus as much on the e-tailer’s digital heritage as the social and physical presence of the store itself.



The Outcome 

Where customers can deeply engage with brands 

The Recursive team designed and developed the AV & IT systems throughout the store in partnership with Vivid, including a unique 4k fully synchronised playback system to drive the content throughout the LDN-19 store. This unique playback system is completely modular and is capable of connecting directly to any content management System (CMS), allowing the remote publishing of content directly into the store as part of the overall business work-flow. It also consumes live social feeds and allows multiple layers of interaction, with fully synchronised playback of multiple content feeds across video walls and multiple screens providing a super-sized blank canvas of rich, branded content, resulting in a high-impact, immersive retail experience. From live product launches and full store takeovers to real-time reviews and social media feeds,the store facilitates an augmented product playground, where customers can deeply engage with brands through a censorial mixture of physical and digital touch-points. Interactive digital mannequins can be customised by visitors in the latest apparel.

Prodirect_LDN achieved over 431,000 followers within 6 months of the store opening.




Winner, 2016 Retail Week Customer Experience Awards - Retail Theatre

Finalist, 2014 Oracle Retail Week Awards Store Design of the Year

Finalist, 2015 Drum Design Awards - Interior Design of the year