Digital Fan Experience Store

Commissioned by Puma in partnership with Manchester City, the store was conceived as a modern, immersive interior that seamlessly integrates digital and physical touchpoints, extending the matchday experience into the city centre. It needed to deliver interactive fan moments that transform retail into a destination while presenting the club’s heritage and future vision in a way that resonates with both lifelong supporters and new fans.

The Manchester City Arndale store redefines retail by fusing fan experience, technology, and entertainment into a seamless, digitised fan space. More than a shop, it’s an immersive club experience designed to connect supporters emotionally and digitally with City, right in the heart of Manchester.

A new kind of Club Store Concept for Man City, enhancing the interior by creating a consumer experience through a digital lens. Resulting in a fresh, modern design with key digital touch points and fixtures, including a Retro Wall, a "Pose with the Pros" photo op, and large LED screens for an immersive fan experience.