Project location: American Dream · East Rutherford, NJ · Project context: 2026 · Prepared by POPUP from the project archive in October 2026.
Football fans arrive with more on their minds than shopping. Lotto's American Dream pop-up made room for the match, the collection and the brand's sporting heritage within a working retail destination.
How do you combine sports retail with a place for fans to gather?
The store sat beside the stadium hosting eight tournament matches. The opportunity was to give fans somewhere to discover Lotto before and after the game, then adjust the floor to the rhythm of the fixtures.
Organize the store around connected reasons to visit: discover the heritage, shop the collection and share the game. Framed sporting imagery and display cases established the brand’s world; warm retail fixtures, a lounge, screens and foosball made that world usable.
Turn the brief into a destination
The American Dream storefront opened into one connected environment, with product displays at the front and the clubhouse beyond. POPUP’s design adaptation, fabrication and installation brought the concept into the mall space while preserving a clear route through the collection.
Let the heritage do more than decorate
Framed football imagery and dedicated footwear displays made Lotto’s sporting history visible beside the current assortment. The presentation connected the brand’s past with the apparel and shoes visitors could explore on the retail floor.
Give people room to stay
A lounge and large screen wall anchored the social side of the space, with foosball bringing participation into the visit. These elements sat within the store rather than in a separate event area, keeping product, play and time together connected.
Carry the experience through the full run
The engagement continued after installation through staffing, visual merchandising, POS handling and daily store reporting. The team aligned floor coverage and product presentation with the tournament calendar, supporting fans throughout the run.
The planning lesson
A screen and a lounge change how people use a store. Plan sightlines, circulation and staffing around the moments when visitors settle in to watch. Product should remain easy to discover when the room shifts from browsing to shared viewing.
Who delivered the experience
POPUP translated the retail brief into a working temporary store, connecting design adaptation, fabrication and installation with staffing and day-to-day operations.
Delivered with Lotto and WHP Global at American Dream.
What the experience made possible
Shopping, brand heritage and shared match-day energy gave visitors ways to connect with Lotto at American Dream.
Project questions
Where did the experience take place?
Lotto: American Dream · East Rutherford, NJ.
What was the delivery scope?
Retail design adaptation; Fabrication & installation; Staffing; Store operations.
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Further reading
For the wider event and campaign context:
