SOOO: SPACE OF OUR OWN
X MASTERCARD & IDA

The world's first solely dedicated women's sportswear & apparel shop on Regent Street, SOOO acts as a hub for an unprecedented summer of women's sport in the UK. Style of Our Own is a home for 20+ female led businesses who are designing products and experiences for women in sport, that have never existed before.. The store hosts weekly events inspired by the women's sport community. From watch parties around the Euros and the Rugby World Cup to live podcast sessions, yoga, fitness classes.

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We wanted our store design to reflect the ethos of the SOOO  vision, bringing together women sport vibes, expressed as dynamism, sleek, rough materials and harsh shapes, together softer surfaces, curves, bold colors and set design playfulness. We wanted the space to celebrate products, but also to become a sport hub itself, able to promote the women sports community and act as a safe space were to express and play.

The result is an unapologetic, super pop 500+ sqm, 2 floors space with custom designed display fixtures, a boots circular gallery, a hot press customization station, a soccer pitch complete with grandstand, 3 bold color hotspots, an anamorphic staircase, and a living window display!

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