Citadium, with 9000 m2 located in the heart of Paris, was one of the one of the largest sport stores in Europe. Working closely with the buildings architects, we art directed the entire space, including its signage, corporate identity and display graphics.
We used dynamically placed images of people and products, juxtaposed with strong flat colours and a simple typography, to dominate the space.This purity is offset with abstract textures and images.
Images of old, worn products are used to convey sport as lifestyle, and to upset the expectation of seeing new, clean product.