Chelsea FC launches new store concept at Stamford Bridge

With support from rpa:group’s project management team Germany’s Schwitzke has delivered a new concept for Chelsea FC’s flagship megastore at Stamford Bridge stadium. The reconfigured Chelsea FC Superstore covers two floors and 900 square metres and was completed in just 8 weeks.

The old store was structurally redesigned to improve customer circulation, and efficiency of throughput on big match days, with a bank of 20 pay points to facilitate rapid payment. The new store is heavily focused on providing a unique customer experience, ranging from personalised tour photo viewing points to a special print shop delivering bespoke home and away shirts bearing customers’ names.  There is extensive use of touch screen technology, principally in the shirt personalisation area.

There has also been a total reconfiguring of the store front. This is now a blue and gold fascia, with the club’s lion logo taking pride of place, full height glass windows feature super sized graphics of players.

Internally, a display cabinet runs through the two floors displaying Chelsea’s coveted cups and awards while  festival sized screens show footage of key Chelsea matches. The background colour-way of the store is matt black which offsets the dark blue and white kits and also the silver metallic flooring.

Nigel Collett CEO of rpa:group comments,”This was an exciting job for us and we were able to call upon the skills that were used when we delivered the Olympic Megastore for London 2012. Like that project the Chelsea FC store had to be delivered in a very tight time frame which calls for efficient and speedy delivery from our project management team.”

For more information on the Chelsea FC megastore project, please click here.

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