Create a team store as passionate as Detroit.
Breaking down the walls of one of Detroit’s most storied franchises, the Detroit Lions looked to create a space to invite fans to experience football, team pride, and find exclusive apparel.
A city on the verge of being reborn, NFL fans wanted a new, groundbreaking team store that celebrated the passion and excitement felt during every game.
Working with Levy Retail, Chute Gerdeman recommended implementing a strong and impactful retail program that presented a unified brand voice and experience to the Detroit Lions team store. Our objective was to recreate a game-day experience for their loyal fan base throughout the entire stadium; it had to be easy to shop and as exciting as the game itself. The primary store, stadium kiosks, and trailer retail zones all needed to be considered as part of a greater whole.
NOT YOUR BASIC BLOCKING & TACKLING
The store experience was our first challenge. To visually entice the shopper into the space, we created colorful and energetic imagery through branded signage, illumination and architecture. Reducing clutter was key upon entering the shop. Sightlines were improved, providing a clear and organized pathway for the shopper.
A One Pride focal feature and game-day locker room features were created to enhance the Detroit Lions brand and engage die-hard fans. So, we created a space where all of whom gathered felt immersed, and inspired, by the products and merchandise around them.