The new-look PLAYLIFE concept store, inspired by U.S. university campuses, conveys the brand mood through a style of interior décor which gives each store an individual image. The furnishings are produced in compliance with the very latest European standards for raw-material recycling and production-technique eco-friendliness. Prints, cups and trophies, models of sail or rowing boats, wooden table lamps and tailor’s dummies emphasise a passion for the American college world.

PLAYLIFE’s new energy translates into a mixture of ideas and inspirations: sailing, tennis, golf, rugby or even membership of an exclusive sports club. In the store windows, the PLAYLIFE ACADEMY oval announces a style that is, first and foremost, a way of life.