The English Rugby Football Union were in the process of extending the Twickenham stadium, giving them the opportunity to create a flagship retail store.
Brand development / Concept design / Contractor liaison / Customer journey design / Graphic communication / Material & Furniture specification
Once the stadium ‘bowl’ was completed it not only housed the retail space, but also gave the RFU the opportunity to locate their office headquarters, museum, gym and hotel in one location.
A retail brand environment and communication package that celebrated the heritage of Twickenham plus the passion of the rugby players and supporters. The store also has to have the ability to reconfigure itself to accommodate 30,000 customers on match days.