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The lounge section of the VIP area was meant to reflect the ambiance
of the local pub, where football is enjoyed, watched and revered.
It was the nostalgic in contrast to
the technical.
The two complementary sides to football culture.
The Boot Collection Innovation and
technology side of the room which was also where Brand and Product Innovation presentations were hosted.
Even the dove was dipped to mirror the design of the boot pack.
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