We developed a retail concept with high appeal for the Premier League leader.
The cornerstones of the concept are a better presentation of goods to increase sales with a stronger emotionalization of the overall visual appearance. From the outside, the fan shop features a new, cube-like façade in the club's blue. The lion, as the heraldic animal, looks out at the fans from the metal façade and brings the fan slogan "Home of the Blues" to life.
Inside, a nostalgic search for traces begins: the greatest moments and glorious successes from the club's history are captured in an eventful way. The centerpiece of the fan shop is the glass tower with transparent floors, which runs through both floors in the middle of the store and displays replicas of all national and international club trophies – a rousing photo motif for selfies for the fans. The Hero Wall with original exhibits of the players lets visitors reminisce. Overall, the store presents itself with many blackened surfaces, exposed technology and a certain shell feeling as well as an open spatial experience. All customer touchpoints – such as the checkout area, customer service, or the print bar – are finished with select materials like wood and brass, creating a warm atmosphere.