Customer engagement focus for PUMA and Manchester City

The revamped City Store – run by football club Manchester City and sportswear brand PUMA and adjacent to the club’s ground – has introduced a range of physical and digital experiences created to engage fans of the club.

Designed by Green Room, the features have been inspired by the diverse and vibrant culture of Manchester City and its fans, and by Manchester’s famous – and sometimes infamous – music scene.

Four key areas have been redesigned by Green Room: the windows and external façade graphics; a ground floor ‘landing zone’; an interactive boot wall; and the stairwell and lift zone.

A vinyl wrap has been used to transform the store exterior, grabbing the attention of fans approaching the stadium from key transport links.

A new window campaign uses four premium sites to promote Manchester City’s Home and Away kits, along with a Mondrian-inspired installation.

The landing zone spans the full width of the store. It employs technology including digital mirrors and animated overhead lighting.

A stage area provides the space to tell four key ‘stories’ at any one time – at launch, these stories were Home Kit, Away Kit, Customisation and Predict the Game.

The latter is a touchscreen game that fans play in-store, and which will incorporate game data when the football season begins.

PUMA head of commercial marketing Jason Isenberg says the store is, “Adding depth and fan involvement. The club’s community feel has really been brought to life and translated to the in-store environment, bringing fans closer to our new partnership with Manchester City - we’re extremely pleased with the end result.”

“We approached this project with the intention of creating a more personal and characterful feel to the store. Whether visiting mid-week or on a busy match day, we wanted the space to deliver on customer retail expectation, but also offer elements of entertainment and surprise,” says Green Room creative director Paul Silcox.

“Fan engagement is at the heart of this concept, we want them to feel that the store belongs to them and that they want to come back time and again, we’re very proud of how it has all come together and excited to see how the store experiences impact on both home and travelling supporters.”      

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