GameStop | Flagship Store Design


For gaming enthusiasts, there is no need for an introduction, GameStop is a global colossus, a reference point and Mecca for all fans of video games and the world revolving around them.

No wonder, in fact, that this incredible opportunity to be able to confront us with the design of their first world flagship, thrilled us from the very first moment, allowing us to visualise a space that, for us from the outset, was to be the physical representation of a video game.

The location is super exclusive: three floors in the very central Via Torino in Milan, 300 metres from Piazza Duomo.

The brief is very clear: this is a flagship so it is a business card, little product, a lot of consumer experience.

We decided to think of the three levels of the store as three levels of a video game, united by a completely black staircase, punctuated by a succession of LED portals leading the player from level 1 to level 2 of the game.

The entire store has been conceived as a container of lights, luminous or mirrored ceilings, LED profiles that rotate in all dimensions and spaces that surprise, to give the consumer a different experience, attracted by the immersive spectacularity of such an enveloping space.



Logo Vanda Designers

Location: Milan, Italy

Project and AD: Valentina Elmiger

Client: GameStop

General Contractor: Zero Retail

Photographer: Valentina Elmiger

Release Date: May 9, 2023


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