It was thirty years ago today…….Long before ‘digital’ screens became a retail mainstay, JHP introduced Europe’s first video wall to the new Olympus Sport flagship store on London’s Oxford Street. This dynamic visual attraction captivated all who passed it with its innovative combination of branded salable media and lifestyle expression. However what made the store truly revolutionary was its approach to how customers were encouraged to engage with the merchandise.
In 1986 ‘Trainers’ were for just that, training.
Whilst Olympus sold very real sports clothes and equipment, JHP and the project team realised that sports clothing lines were being differentiated by evolving seasonal collections. Sports clothes had become Sportswear and Sportswear had become fashion.In an age when wearing Polo shirts to the Golf club or Track suits to the Supermarket is common place, it is hard to imagine how much of a seismic shift this was and why, today, we celebrate 30 years of sportswear as everyday fashion.