chelsea f.c. megastore

delivered in just 8 weeks


The old Chelsea FC fan store at Stamford Bridge stadium needed to be structurally redesigned to improve customer circulation, and efficiency of throughput on big match days. rpa:group’s project management team was appointed for site management, to help deliver the new concept for the flagship megastore to take its place.


The new store is heavily focused on providing a unique customer experience. A bank of 20 pay points helps facilitate rapid payment. There are personalised tour photo viewing points within the store as well as a display cabinets displaying Chelsea’s coveted cups and awards. Festival sized screens show footage of key Chelsea matches and there is extensive use of touch screen technology, principally in the shirt personalisation with a special print shop. The background colour-way of the store is matt black, which offsets the dark blue and white kits and also the silver metallic flooring. A total reconfiguring of the storefront has resulted in a blue and gold fascia, with the club’s lion logo taking pride of place and full height glass windows featuring super sized graphics of players.


Delivered in just 8 weeks, the reconfigured Chelsea FC Superstore covers over 900 square metres of retail space on two floor, two new customer staircases and passenger lift. With the new immersive environment delivering a truly unique supporter experience.

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