Fan culture you can touch: umdasch The Store Makers brings Union spirit to the ALEXA in Berlin

On 3 May, a new magnet for fans of 1. FC Union Berlin opened in Berlin's ALEXA shopping and leisure centre: the new Union-Zeughaus. The 260 square metre store is more than just a fan shop - it is a piece of the Alte Försterei in the heart of the city. Responsible for the store concept and the digital world of experience: the experienced store makers from umdasch.

1. FC Union Berlin stands for living fan culture, passion and down-to-earthness. This authentic DNA is now also reflected in the new branch of the Union-Zeughaus, in which store design, storytelling and digital technologies are combined to create a holistic fan experience.

A store like a home game
Visitors are greeted by a familiar feeling as soon as they enter the store: the entrance area with its sand-coloured clinker brick - a homage to the stadium façade of the Alte Försterei - and the characteristic Berlin archway, familiar from the city's S-Bahn stations, provide the first emotional anchor point.

The store is clearly organised: In the front performance area, the current jersey collections take centre stage. Above them: spray-painted fan art on the ceiling. The so-called "stuff counter" - the checkout area - marks the transition to the rear part of the store. Industrial elements with rust-look metal surfaces dominate here - inspired by the factory halls and the industrial tradition in Berlin-Köpenick. A mirrored "Eisern" lettering on the ceiling once again powerfully places the fan identity at the centre.

Digital centrepiece with a club soul
In addition to the atmospheric design, the main aim 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 involves fans and creates emotional touchpoints.

The striking highlight in the entrance area is an LED platform with dynamic content - from match scenes and legendary fan chants to animated club graphics - that immediately immerses you in the world of the Eisernen. Along the product zones, video rails provide additional visual stimuli and a coherent brand narrative.

A central element is the digital flocking station, the "jersey forge", where fans can have their jerseys customised. Using an intuitive touchscreen in the front of the store, they enter their name and number and follow the personalised look in real time on the screen - a truly unique item is created before their eyes, which can then be collected at the checkout area.

The photobooth integrated into the store in the style of Berlin's cult photo boxes ensures special memories. Fans choose their Union background, pose and receive a personalised fan photo - accompanied by original announcements from stadium announcer Christian Arbeit. This experience is not only a souvenir for your own living room but also for social media and an expression of the club's culture.

The digital concept is rounded off by a merchandise configurator that can be used to customise souvenirs such as keyrings, notebooks, coffee mugs or coasters - all in the spirit of creativity and fan participation.

Retail experience with identity
With the new Union-Zeughaus in Alexa, 1. FC Union Berlin is making a strong statement in the urban space. And with umdasch The Store Makers at its side, 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.

Photos: © 1. FC Union Berlin