With the intention of transforming Soulfoot's Flagship Store into a unique and technical innovative multi-brand store, German rooted Italian Designer Daniele Luciano Ferrazzano created a store concept that is emphasizing both: high-quality and uniqueness.

The main focus was to generate a customer experience that is playful and
technologically distinctive. The visitor finds himself in a material mix of white Italian terrazzo, illuminated semi-transparent acrylic walls, spy mirrors and RFID scan stations. The technological capabilities of the store are underlined through precisely chosen materials.

With the intention of bringing the Sneaker Wear into the store, the look of contemporary footwear has been transferred onto seating furniture. The customer can get haptically in contact with the high-tech material Adidas BOOST™, as this is applied on top of Terrazzo seating cubes.

The augmented reality shopping experience is created by RFID scan stations where customers discover screens behind black spy mirrors, which only gets transparent when illuminated from the inside. A 360° video of a worn sneaker with informations about stock and price is visible. Beyond that, illuminated semi-transparent acrylic walls - the so called "power wall", display a range of sneakers.

As the owners‘ origin is to be found in basketball, the fitting room and a basketball shoe display are inspired by locker rooms. Basketballs and light spheres are arranged like in typical basketball shelves.