Chelsea FC Megastore by Schwitzke & Partner at Stamford Bridge Stadium, London – UK

October 20th, 2015 by retail design blog

For the leading club of the Premier League Schwitzke not only developed an emotional branding and retail concept, but also rebuilt the 900 square meter fanshop within eight weeks. The main idea: a translation of the team’s history into the future and thus the connection of tradition and innovation. Therefore the basic design elements – contrasting Chelsea blue with red on black as well as a clear typography – were refined to a strong visual language.


A full flat external facade in blue enhances the visibility and findability of the store and turns the fanshop into a real place of pilgrimage for the “Blues“. Inside the focus rests on the football world experience; the brand design builds the graphical bridge from tradition to innovation. Photo collages of players become a modern baroque wall paper and logo elements as the football are reanimated with a vibrant Pop Art look. The “look and feel“ is functional, rough and reduced on the essentials.


In the middle of the store a discovery tour with a tradition-steeped character begins: A glass cube occupying both levels presents replicas of all club trophies. At the hero wall the visitors get a glance at original exhibits of the players and dive into the team history. Beside a flocking station and a souvenir shop the fans can explore several themed worlds of fan merchandise. 20 cash desks avoid long queues even at peak times on days of play; the newly developed access by two stairs distributes the visitors as well.


After national concepts for Schalke 04, Werder Bremen or Bayer Leverkusen Schwitzke now proofs its competence also on international level with Chelsea Megastore.

Design: Schwitzke & Partner
Photography: Schwitzke Graphics

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