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Southampton FC Store Scores Points with Fans

The team’s newly redesigned fan store puts Saints shoppers into the action



This past fall, Southampton Football Club (Southampton, U.K.) debuted the redesign of its St. Mary’s Stadium store at the kickoff of the English Football League’s (EFL) 2016/2017 season. In designing the new store, Green Room Design (Birmingham, U.K.) was tasked with creating a flexible space that could accommodate peak pre- and post-game customer traffic. Addressing this challenge, the designers implemented a wide-open entrance and a flexible merchandising system to ensure circulation paths could be easily navigated by swarms of football fans.

Utilizing a slatted framework that visually expands as customers walk through, the store entrance mimics the feel of entering the stadium. The stadium theme is carried throughout the store, with mesh metal panels and fixturing evoking the feel of the team’s locker room, while Saints slogans are proudly brandished on walls.



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Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.

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