To counteract a decline in customer footfall, Game briefed us to address weaknesses in the existing stores and to conceptualise the store of the future, culminating in a new flagship store in Westfield Stratford. An experiential and interactive space gives customers a compelling reason to visit the store and an alternative to downloading games online. Running through the centre of the store, we designed an animated strip that features exclusive game trial points and live content. Streamlined store displays make it easy for customers to browse.