Report • 17.09.2015

What shop design can look like: The Chelsea FC Megastore

The tidy concept guides fans very quickly through the store and offers many emotional eye-catchers

Outside: The cube-like facade in the club color blue. The lion, the heraldic...
Between the seasons 900 square of store had to be rebuilt. The entire implementation lasted four months
Source: Schwitzke GmbH

Schwitzke Group has redesigned the huge fan shop of the football club at Stamford Bridge stadium within eight weeks. The new design is to pierce fans directly into the heart since the modern scenery has many eyecatchers of the history of the club.

The new concept aims to give a better product presentation for increasing sales and the visual appearance is more emotional, for example with the "Hero-Wall", where original exhibits of the players are shown. Many black walls and a touch shell-feeling characterize the design. This is to underline the product world of the club.

Not only beautiful, but also practical

Another plus for the customer: The checkout area with 28 available cash points at peak times on game days which guide the fans more quickly through the store. This is also supported by the two separate staircases.

Karl Schwitzke, managing partner of Schwitzke group (Schwitzke & Partner, Schwitzke Graphics and Schwitzke Project) reports enthusiastically on the project: "Football is far more than the excitement of tactics and goals. It is a huge economic factor - with world's approximately 1.6 billion fans who spend billions of dollars for their club loyalty. Football unites people of all social classes. Business with memorabilia is growing year after year and still has a lot of potential. Sales can be increased even further - by fanshops with experience character."

Autor: Natascha Mörs, 

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