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【442 Design】

Design agency / 14th ICIF

Project Details


442 is an Edinburgh based company specializing in design for Sports, Retail and Live Entertainment (442design.com). 442 currently employs 18 staff€ and operates throughout the UK and Europe.

442 offers top class experience in the sector, working with English Premier League giants Arsenal and West Ham United, Championship contenders Leeds United and Fulham and at the world leading venues The O2, The SSE Arena Wembley and The SSE Hydro.

Project Background


442 Design won a competition to represent Edinburgh at the vast 2018 International Cultural Industries Fair in Shenzhen, a major city in China’s Guangdong Province, north of Hong Kong.The fair spans 105,000 square metres, with more than 2,300 exhibitors generating more than 224 billion Chinese yuan (£26 billion) in trade. 

Project Highlight




The 442 relationship with Arsenal has extended beyond the trust of the club  into the main kit sponsor Puma.  

442 has worked directly with Puma on the worldwide retail marketing campaigns since 2013. 442 works directly with Puma Teamsport based in Germany to deliver each campaign across multiple platforms.



442 revamped the Arsenal Museum. The museum features two video theatres and twenty major displays based on Arsenal’s proud history, from its formation in 1886 to the present day



442 was appointed to lead the commercial design for West Ham United move from the Boleyn Ground at Upton Park to the new London Stadium at Stratford. Working for Vice-Chair Karren Brady’s team 442 designed and installed;

- New flagship club superstore

- West Ham United Coffee Company and café

- London Stadium Tour



442 has recently designed and refurbished the club store at Craven Cottage, Fulham. Our approach involved a redesign

of the store to improve flow, maximise use of  floorspace and increase density and volume of display, increase dwell time and spend per head and create memorable brand touch-points that reflect the club spirit. The store opened in October 2017.



442 redesigned and fitted the Blades superstore at Bramall Lane to improve flow, sales space and customer spend.



442 designed and developed the new Amazon Prime venture into Live entertainment venues. The concept is based around creating exceptional customer experiences for Amazon Prime customers at top London venues the O2 and The SSE Arena, Wembley.

The work with Amazon has expended to design, delivery and production at live events including Hyde Park BST Festival and Kew The Music, Kew Gardens.

Service Detail

442 Design exhibited on a customised 500 square metre stand at the show dedicated to promoting the ‘Edinburgh Shenzhen Creative Exchange' – a partnership between City of Edinburgh Council and Shenzhen Creative Investment Group, a conglomerate specialising in cultural, creative, educational, tourism and tech investment. 

“When we were alerted to the Shenzhen project, it started a catalyst of events and the timing was ideal,” said 442 Design managing director David Dunn. “We had been eyeing the Chinese market and reading lots about its vast size and potential. 

“The Shenzhen Cultural Industries Fair gave us the perfect opportunity to showcase our key case studies to an interested and directly relevant market. We used the opportunity around the trade fair to generate other meetings with like-minded, interesting, and ambitious Chinese companies.  It was a fantastic experience.” 

Dunn said the team at Shenzhen Creative Investment Group was ‘highly professional’ and helped guide the business. 

“The advice and knowledge that the City of Edinburgh Council team gave us in advance of the trip was invaluable,” he added. “The infrastructure and support in Shenhzen around the incubator space, translators and advice has been developed over the last few years by a strong relationship between the cities – and I believe it is bearing fruit and making it far easier for companies to start doing business there.” 


During the visit, 442’s stand was visited by senior city representatives from Shenzhen and Edinburgh’s Lord Provost and Economy Convener, helping to generate a number of high-profile media stories and leading to increased interest in the company’s work. The company generated several ‘strong and active’ leads in Shenzhen – including with two Chinese Super League football clubs who met and discussed business with the company. 

442 Design’s other clients in the UK include Fulham FC and the 12,000 capacity Liverpool Echo Arena, where the company created a new 150-seater destination lounge bar. 442 Design also creates visitor experiences for brands including Famous Grouse, Tennent’s Lager and the BBC. The company was formed in 2002 and is based in Edinburgh city centre with 20 staff.  

“Return trips are already planned and 442 is also currently working on major bar projects in Shanghai and Beijing,” Dunn said of the Shenzhen trip. 

“We are also discussing staff exchange opportunities with a company based in Shenzhen, which would give invaluable insight to working practices both for Chinese designers here and for our designers in China. 

“We’ve already scheduled follow up trips to two or three companies based in China with potential project opportunities. We also have a bar opening to attend in Shanghai!”