The Challenge.

GAME wanted to introduce a dedicated tournament gaming/party area called ‘Belong’ to hold everything from holding local competitions, game launch events and previews to a rentable space for private parties. The brand had a cool, sleek design and GAME wanted an in-store decor to match. Using new materials, textures and fittings and utilising a bespoke header lighting system and ‘click wall’, the stores took on a completely new look.