FC Bayern World

When the sliding door of the flagship store opens and you enter the space, it becomes clear immediately for whom it was created: a laser has burned the message “FOR THE BEST FANS IN THE WORLD” into the mat on the floor. They deserve nothing less than a store which can be included among the most interesting retail projects in Europe during 2020. The entire store can be accessed across all three floors via a central staircase. The eye-catching diamond shape in the stairwell – derived from the Bavarian coat of arms in the logo – links all the floors optically. The emotional heart is the oversized LED wall on the underside of the staircase. The store concept can be summarised as “Tradition meets Future”.

The ground floor is dedicated to the team of the championship record-holders: the players were scanned and life-size figures were created for the store using a 3-D printer. They present the latest jersey series in the centre space, and umdasch developed individual, floating wall systems on the walls. The more than 20 integrated digital touchpoints in the store form a part of the integral store concept. To create a unique customer experience, a wide range of companies collaborated to create numerous  innovations, including mirror screens in the changing cabins, several selfie points and transparent screens for trophy presentation and projection mapping in the checkout zone.

The Performance Level in cooperation with adidas lies on the lower floor. Fans will find the entire range of appropriate accessories. From jerseys to training equipment, you will then arrive at one of the highlights on this floor, the shoe wall. It is designed like a laboratory in which the new developments grow and flourish. Immediately adjacent, the fans can test themselves against the professionals in various gaming scenarios in the “Test Cage”. Jerseys, shoes and balls can be personalised according to the individual ideas of the fans in the “Workshop”. The presentation of the “TRIPLE Cup 2020” takes place here in digital showcases behind transparent screens and emphasises the playful experience of winning. Even the FC Bayern e-sports team has its own dedicated area in the KONAMI Lounge.