Whilst the England team were on tour in South Africa, the England Rugby Store at Twickenham stadium went through a complete transformation with a dynamic new retail concept to align with the global appeal of Rugby Union, and sports retail.
The England Rugby Store was our second store concept design project where we collaborated with Fanatics, the global leader in licensed sports merchandise.
The brief was to create and design a dynamic and exciting retail environment that was befitting the world’s most iconic Rugby Union venue, whilst appealing to the unique wants and needs of sports fans today. The 82,000-capacity stadium provides huge match day footfall for the store, so great effort was invested at the planning stage to ensure natural customer flow around the store and effective cash desk systems to allow shoppers to have an enjoyable shopping experience. The space needed to be effective and practical, yet deliver a rewarding and memorable shopping experience.
Working closely with both Fanatics and the RFU, including visits to Twickenham, we gained a thorough understanding of the brand, heritage and current retail proposition. In addition, we completed a full brand and retail analysis to create a platform for the creative development of the concept.
Another major consideration from the brief was the integration of brand partner spaces into store; Canterbury, Gilbert, Adidas and Opro. Retail spaces for each brand were integrated into the store with a considered retail design that gave brand presence and that was aligned with the overall RFU brand look and feel.
The resulting design was a visual celebration of the RFU and England Rugby using light and colour to hero the St George’s cross and the famous white England Jersey. The store has a dramatic circular entrance, that opens into bright and contemporary space.
The new store also incorporates the stadium tour base and entrance to the stadium museum creating the perfect centre point for the full stadium experience.
The refreshed store design has created a shopper experience that sets the tone for any stadium visit, as well as maximising the opportunity for the England Rugby Store to engage their shoppers and increase retail revenue.