St Georges Park

Umbro

Brand Development, Design, Experiential

The Challenge

Tell the story of Umbro’s enduring relationship with England within the new state-of-the-art purpose built England training academy in Burton.

Our Response

We had four main areas to create visual impact for Umbro along with a functional signage system that was to be installed through-out the facility. We went for drama, fun and rich brand storytelling.

Johnnie Walker

The Tailor

The centrepiece was the main atrium entranceway where we chose to install 150 tailor’s mannequins - a direct nod to Umbro’s tailoring heritage.

Every mannequin showcased different brand heritage stories, football culture insights and authentic connections to England’s footballing history.

Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker

Wayfinding

Linesman’s flags and corner flags were a fun way to bring something interesting to the site's way finding system.

Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker

Double Diamond

Taking advantage of the main ‘wet entrance’ from the practice pitches, we created an updatable double diamond inspired wall installation to showcase the latest Umbro boots to a highly influential audience, the England football team.

Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker

Heritage

An entire corridor that stretched the length of the facility, housed a series of cabinets showcasing an Umbro England shirt for each of the fifty years that Umbro had supplied the England team.

Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker