Reebok wanted to capture the spirit of its brand and create a space where it could meet directly with buyers and journalists as well as being a venue for parties and launching new collections. The qualities of suburban, retro, Britishness, outdoor urban sports and progressive youth culture were important messages to capture in this flexible and evolving backdrop for the brand. JAM met Reebok’s criteria by creating the trainer lounge near Tottenham Court Road. The space was split into three zones: “The Front Room”, “The dis-PLAY” area and the “Locker Room”. Each zone picked up on and expressed qualities of the brand whilst providing a function for the space.