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.

Detroit Lions Fan Shop Entrance
New Detroit Lions Merch Store


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.

The Detroit Lions wanted a brand experience that reflected their proud fanbase and resilient city.

Unique and succinct merchandise stories were developed through a combination of custom and off-the-shelf fixtures to simplify the shopping process. Specialty fixtures were created to highlight key merchandise stories, while tiered floor displays were created for layered storytelling. Messages throughout the store draw the shopper toward the perimeter walls, housing all exclusive Lions products.
Messaging moments can be found Interwoven throughout the space: team history, fun facts, and notes on the city of Detroit that surprise and delight fans of all ages. The Detroit Lions wanted a brand experience that reflected their proud fan base and resilient city. Excitement can now be felt throughout the environment, celebrating One Pride.

Design that connects people to the world’s greatest brands.

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501 West Schrock Rd, Suite 201
Westerville, Ohio 43081

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© Chute Gerdeman

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