{"id":900104,"date":"2026-10-05T14:49:46","date_gmt":"2026-10-05T14:49:46","guid":{"rendered":"https:\/\/popupagency.com\/?p=900104"},"modified":"2026-10-05T14:49:46","modified_gmt":"2026-10-05T14:49:46","slug":"lotto-building-a-world-cup-retail-clubhouse","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/lotto-building-a-world-cup-retail-clubhouse\/","title":{"rendered":"Lotto: building a World Cup retail clubhouse"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: American Dream \u00b7 East Rutherford, NJ \u00b7 Project context: 2026 \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">Football fans arrive with more on their minds than shopping. Lotto&#x27;s American Dream pop-up made room for the match, the collection and the brand&#x27;s sporting heritage within a working retail destination.<\/p>\n<h2>How do you combine sports retail with a place for fans to gather?<\/h2>\n<p>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.<\/p>\n<p>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\u2019s world; warm retail fixtures, a lounge, screens and foosball made that world usable.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-lotto-world-cup.webp\" alt=\"Inside the completed Lotto clubhouse \u00b7 frame from the campaign film\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>Inside the completed Lotto clubhouse \u00b7 frame from the campaign film<\/figcaption><\/figure>\n<h2>Turn the brief into a destination<\/h2>\n<p>The American Dream storefront opened into one connected environment, with product displays at the front and the clubhouse beyond. POPUP\u2019s design adaptation, fabrication and installation brought the concept into the mall space while preserving a clear route through the collection.<\/p>\n<h2>Let the heritage do more than decorate<\/h2>\n<p>Framed football imagery and dedicated footwear displays made Lotto\u2019s sporting history visible beside the current assortment. The presentation connected the brand\u2019s past with the apparel and shoes visitors could explore on the retail floor.<\/p>\n<h2>Give people room to stay<\/h2>\n<p>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.<\/p>\n<h2>Carry the experience through the full run<\/h2>\n<p>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.<\/p>\n<h2>The planning lesson<\/h2>\n<p>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.<\/p>\n<h2>Who delivered the experience<\/h2>\n<p>POPUP translated the retail brief into a working temporary store, connecting design adaptation, fabrication and installation with staffing and day-to-day operations.<\/p>\n<p>Delivered with Lotto and WHP Global at American Dream.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>Shopping, brand heritage and shared match-day energy gave visitors ways to connect with Lotto at American Dream.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>Lotto: American Dream \u00b7 East Rutherford, NJ.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Retail design adaptation; Fabrication &amp; installation; Staffing; Store operations.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/29\/lotto-sport-u-s-flagship-pop-up\/\">Lotto project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/09\/30\/y3-west-hollywood\/\">Adidas Y-3 project story<\/a><\/li><\/ul>\n<h2>Further reading<\/h2>\n<p>For the wider event and campaign context:<\/p><ul><li><a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2026\/06\/26\/this-week-at-the-world-cup-the-bay-will-have-its-day-thanks-to-the-usmnt\/\">Sports Business Journal: This Week at the World Cup: The Bay will have its day thanks to the USMNT<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Planning a similar experience?<\/h2>\n<p>Tell us who you want to reach, where the experience needs to happen and what you want guests to do. We can help connect the idea with the space, production and operating plan.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Talk with POPUP about your brief<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Lotto\u2019s World Cup pop-up brought Italian sports heritage into a football-inspired clubhouse, connecting product, play and community at American Dream.<\/p>\n","protected":false},"author":4,"featured_media":15523,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lotto: building a World Cup retail clubhouse | POPUP<\/title>\n<meta name=\"description\" content=\"Lotto\u2019s World Cup pop-up brought Italian sports heritage into a football-inspired clubhouse, connecting product, play and community at American Dream.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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