Newcastle United Football Club, St James Park Flagship

Newcastle United Football Club, St James Park Flagship

As lead designer, we looked to create a flagship store that stood up to the expectation and stature of the club. We also wanted to create something that felt uniquely ‘Newcastle’ with a strong connection with the fans.

Our starting point was to analyse and rework the customer journey and flow. Two new escalators were introduced and the existing staircase route redirected to ensure that on a matchday the store is used to optimum effect – to move customers to all corners of the store and avoid clashing queues where possible – create the perfect ‘Number 8’ floorplan.

The cladding to the glass shopfront was removed to allow strong natural light to fill the store across both storeys

An 80 m sq metre 8k LED digital wall fills the rear wall of the store behind the escalator to create an immersive store experience. Drone footage of the stadium, the city and adidas campaign imagery plays on the screen while a giant-scale replica of the Tyne Bridge is overhead. Authentic storytelling anchors the store with the fanbase and is a huge draw for fans to video and share content.

A total of 18 till points and separate shirt printing area help speed up waiting time

A memorabilia area integrates heritage with the current club and creates talking points

A shirt printing area which doubles as a DJ booth on matchdays create a fantastic atmosphere during the build-up before and after each home game

The two-tone details throughout highlight the club core brand and allow accent colours to pop throughout