Fan culture you can touch: umdasch The Store Makers brings Union spirit to Berlin's ALEXA shopping centre
On 3 May, the new Union-Zeughaus opened in the ALEXA shopping and leisure centre in Berlin, offering fans of 1. FC Union Berlin a new place to visit. Spanning 260 square metres, this store is so much more than just a fan shop — it's a piece of the Alte Försterei right in the heart of the city. The experienced Store Makers from umdasch were responsible for the store concept and the digital world of experience.
1. FC Union Berlin embodies living fan culture, passion and down-to-earthness. This authentic DNA is reflected in the new Union-Zeughaus, where store design, storytelling and digital technologies combine to create a holistic fan experience.
A store like a home game
Visitors are greeted by a sense of familiarity as soon as they enter the store. The entrance area, with its sand-coloured clinker bricks — a nod to the Alte Försterei stadium façade — and the distinctive Berlin archway, reminiscent of the city's suburban train stations, offers an immediate emotional anchor point.
The store is clearly organised. In the front performance area, the current jersey collections take centre stage. Above them is spray-painted fan art on the ceiling. The so-called ‘Zeugausgabe’ (‘Stuff Distribution’) — the checkout area — marks the transition to the rear part of the store. Here, industrial elements with rust-look metal surfaces dominate, inspired by factory halls and the industrial tradition of Berlin-Köpenick. Mirrored ‘Eisern’(‘Iron’) lettering on the ceiling once again powerfully places the fan identity at the centre.
A digital centrepiece with a club vibe
Alongside the atmospheric design, the main objective was to bring the Union DNA to life digitally. The digital retail experts at umdasch The Store Makers developed a coherent digital concept that actively engages fans and establishes emotional connections.
A central feature is the digital flocking station, the ‘Trikotschmiede’ (‘Jersey Forge’), where fans can customise their jerseys. Using the touchscreen at the front of the store, fans can enter their name and number and watch their personalised jersey being created in real time on the screen. A unique item is then created before their eyes and can be collected at the checkout area.
The photobooth, which is integrated into the store in the style of Berlin's cult photo boxes, ensures that special memories are made. Fans can choose a Union background, pose for their photo and receive it accompanied by original announcements from stadium announcer Christian Arbeit. This experience provides a souvenir for your living room and social media, as well as being an expression of the club's culture.
The digital concept is completed by a merchandise configurator that can be used to customise souvenirs, such as key rings, notebooks, coffee mugs and coasters, in a way that encourages creativity and fan participation.
A retail experience with identity
With the new Union-Zeughaus in the Alexa mall, 1. FC Union Berlin is making a strong statement in the urban landscape. With umdasch The Store Makers on board, the combination of brand identity, interior design and digital experience has been remarkably successful. The store thus becomes a stage for fan culture — powerful, genuine and unmistakable.
