ASUS ROG | Republic of Gamers – Shop-in-Shop – Chatelet Les Halles

ASUS’ Republic of Gamers (ROG) is the company’s specialist gaming division, creating the best hardware possible for gaming aficionados, who need the latest technology and highest-performing hardware to power up their serious competitive edge.

To show off the incredible quality of their hardware first-hand to French consumers, ASUS commissioned a ROG shop in shop within a high footfall area that would encourage passers-by see the amazing specs of a ROG rig and engage with ASUS representatives.

ServicesShop-in-shop, Retail, Activation


The shop-in-shop has been installed at one of France’s largest electronic chains, Fnac – not just any Fnac, though, but the Fnac at the stunning Chatelet les Halles train station in Paris. TAKEOFF designed and built the ROG shop from scratch, providing a truly immersive and unforgettable gaming experience designed to attract station footfall through ROG’s world-class technology.

Our Fnac shop-in-shop design was based around ROG’s existing sleek branding; blacks complemented by lit-up neon red ‘REPUBLIC OF GAMERS’ logos and other brand cues.

We created a stand-alone booth with sharp contouring on the outside, which helped reflect the red light inside to create a seriously cool gaming effect.

The booth (complete with professional gaming chair) allowed players to try pre-installed games including Fortnite, Borderlands 3, Rainbow Six Siege and Apex Legends in a confined space without interruption. Other stands included a huge 65-inch mounted gaming monitor to show the amazing graphical quality and speed of ROG’s hardware, with laptops, PCs, smartphones, accessories and more all available to buy from representatives on-site.


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