RETAIL CONCEPT

FOR CHELSEA FC

AN ADVENTURE TOUR IN A MEGA STORE

Schwitzke developed a powerful, high-charisma retail concept for the frontrunner of the Premier League. This concept’s mainstays are improved merchandise presentation to increase sales with a stronger emotionality of the entire visual appearance. From the outside, the fan shop showcases itself with a newly donned, cube-like façade in the club’s blue color. As the heraldic animal, the lion gazes at fans from the metal façade and brings to life the fan slogan “Home of the Blues”.

A nostalgic quest unravels on the inside: The greatest moments and glorious successes from the club’s history are eventfully recorded.

A glass tower with transparent floors forms the heart of the fan shop. It runs through both floors in the middle of the store and shows replicas of all the club’s national and international cups – for the fans, it represents a thrilling photo motif for selfies. Visitors can revel in past memories with the hero wall, featuring original exhibits of the players.
All in all, the store presents itself with various blackened surfaces, exposed technical equipment and a certain raw construction feeling with an open space experience.
All customer touch points – such as the checkout area, customer service or the print bar – are refined with exquisite materials such as wood and brass, creating a warm atmosphere.