US sportswear and footwear retailer Foot Locker has opened a store of two halves in central London.

Located at Marble Arch, the 7,000 sq ft flagship consists of a ground floor selling merchandise with a heavy emphasis on digital displays and a basement dubbed the ‘Experience Zone’.

The latter features Xbox games for shoppers to use, branded apparel with colour-coded Xbox handsets around the perimeter, a sneaker cleaning service and, for the duration of the opening period, free haircuts from a temporary barber’s salon.

The store is the latest iteration of Foot Locker’s Power Store concept, which it is rolling out in major European cities.

Its largest branch using the format opened at Liverpool’s eponymous Liverpool One scheme last month.

The London flagship is anchored internally by a branded message that states ‘London – We’ve Got You Covered’, used on printed and digital graphics across the store.

Designed by consultancy rpa:group, the store is one of several major branded sports shops along Oxford Street, including JD Sports, Nike and Adidas, all of which are racing to find new ways of displaying and selling largely branded merchandise, as well as acting as marketing tools for the brands in question.