This is a clear step towards the fans and furthermore corresponds to the current trend to follow your target group also locally. Merchandising of the international successful soccer club is now not only limited to the well-known stores in Munich’s inner city or Allianz Arena stadium.
Thinking of the highly frequented location, Irschenberg is a perfect choice. The traditional soccer team does not only deepen its relationship to its fans, but addresses all that are enthusiastic about sports – with an overwhelming effect. It is Gruschwitz GmbH with its headquarters in Munich and another office in Moscow that has been responsible for the design and realization of the fan shop and the touristic center.
Wolfgang Gruschwitz, founder and manager of the international office talks about the secrets of the success of this new store by FC Bayern:
"In a country house that is with its gallery and wooden ceiling typical for the Bavarian Alps, a high-quality fan store was integrated, including a sales area of 280 m² as well as a flocking station and photo studio.
A big screen provides action and emotions. A subtle, but clear-cut "one way routing" using a bridge and cleverly located product presenters avoids traffic jams and leads the customer through the shop with 800 fan goods including shirts and posters. This is especially important as clients often arrive in bulks with buses coming from the autobahn. For the process and register handling the proved system of the other shops (particularly Allianz Arena’s megastore) was chosen.
The fan store is connected with the new sports and touristic center at Irschenberg. In this innovative multifunctional office you get all information about the environment as local recreation area and tourist attraction. Multi-touch terminals provide all you need to know about mountain climbing tours, weather or hotels. Using a topic-related product arrangement, it is fun to discover local goodies like spirituous beverages, beer or cheese. Local materials like wood and stones have been decorated in a modern way and make the perfect atmosphere for your shopping experience. The register serves as information and consulting desk as well as booking station.
The new shopping highlight on the foothills of the Bavarian alps will certainly not only attract soccer and sports fans!”
