The Champion Store in Faenza serves as the Flagship for the Tree of Life concept, where sport and sport apparel are presented in an atmosphere which beyond recalling heritage values evokes themes concerning the environment and ecology. Recycled wooden materials are used for fixturing and flooring evoking an environment strongly linking sport and life. The store’s relation to the shopping gallery is emphasized through a maximum of perspective and therefore depth: the traditional storefront is pushed to the back of the store space in order to create a space perceived at its maximum.