LJC Plus Flagship-Store

Flagship store as a magnet for the street style community

The new LJC flagship store is about more than just selling street and sportswear. Rather, it is intended to become a magnet not only for those willing to buy, but also for the entire sports- and streetstyle-interested community. The goods are staged in a completely new way by integrating street art elements and digital elements. A new format has been developed that makes the store a magnet not only for people who want to buy, but for the entire community interested in sport and street style.

Physical and digital experiences are interwoven. The use of three simple materials such as wood, iron and concrete create a strong urban presence. This is enhanced by digital touchpoints. QR codes on the garments and walls tell the brand's story and provide product information.  An Instagram wall, which is created at regular intervals by various local and international street artists, can be used by shop visitors as a background for stories on social networks.

Great importance was attached to the lighting design. It was necessary to create different lighting situations for 3 different purposes:

1) the technical lighting of the products,

2) the scenographic lighting of the lounge area and the checkout area and

3) the wallwasher lighting for the large wall dedicated to the street art installations.

All the necessary lighting fixtures were supplied by MoltoLuce. The store is the first to open, with 5 more to follow in 2023.

Planning & realisation: arch. Michele Trevisan, arch. Alessandro Giannavola, CD10

You can find the full project description here