STYLE OF
OUR OWN
LONDON
SUPPORTED BY MASTERCARD
SOOO LDN is an innovative and immersive new sports store designed for fans of women’s sports and the people who play it. Built by Octagon and supported by Mastercard, SOOO houses 20+ predominantly women-led businesses that design products and experiences for women in sport - each filling a gap, providing something that never existed before.
In all aspects of its foundation, SOOO LDN exists to give women’s sport the cultural and commercial platform it’s long deserved — not just a shelf, but a stage. It's a destination built for the fans, by the fans, championing the style, stories, and substance of women in sport. It’s part retail, part rally cry.
As a Creative Director joining this project, I contributed by shaping the overarching narrative for SOOO LDN. Beyond crafting a message that captured the store’s ntention and opportunity, I developed a cohesive story system that connected the physical space, in-store experiences, film, social touchpoints, and takeaways into a single, culturally legible world.
The work focused on translating purpose into presence: ensuring every moment, from messaging to materiality, felt intentional, participatory, and rooted in the lived culture of women’s sport.
Agency: Octagon
Client Partner: Mastercard
Executive Creative Director: Lizi Hamer
Creative Direction: Lex Di Benedetto
Strategy Lead: Doug Cook
Key Collaborators: Laura Youngson (IDA Sports), Jaime Bivona (Octagon)
[ full creds incoming <3 ]