• Leicester City Football Club selected London-based retail designers The Design Solution to create their new generation Foxes Fanstore, which opened at the club’s home, King Power Stadium.

  • The refurbished 7,500-sq.-ft. Foxes Fanstore is designed to be every Leicester City fan’s dream store, sharing the passion of the club in an experiential space that seeks to offer an original new perspective on the club store concept, moving well beyond the traditional central focus on replica shirts to a unique sharing of the club’s passion and personality.

  • The club’s passion is reflected through the store design, not only in the expected use of the signature colors of blue and white but also in sharing LCFC’s fighting spirit, such as through the club mantras “Belief” and “Power” installed into the floor. These words also act as markers, subtly guiding visitors on their journey through the store.

  • Large-scale digital feature columns and ceiling features provide the focal point and signposting in each key product area, including the eye-catching full-scale “caged” video action of the club’s top players sharing their ball skills, offering an unmissable in-store photo opportunity for fans to share on social media.

  • The design of the space expresses a modern urban style with particularly strong use of digital elements, including large-scale screens pumping up the match day atmosphere throughout the store by running a bespoke show reel of match day news, match action and club content interspersed with merchandise information.

  • The radically new store layout takes fans on a club journey through curated areas and includes a notably stronger focus on fashion, featuring not only in sports and casualwear but also extending into more formal options, including businesswear. The core Athleisure zone incorporates a powerful presence from Adidas, the club’s kit sponsor, in-house designed contemporary fashion brand Fox & Crop as well as dedicated football sections, including the full 2018-19 season range of the new Leicester City FC technical team kit, and an exclusive large scale presentation of the KSBN label, sharing the club’s links to renowned rock band Kasabian.

  • “By both reflecting and genuinely sharing the fans’ passion for their club we have tried to move this space from a sports shop to something that fans can enjoy – a truly ‘Leicester Experience’ built on much more than the buying of replica kit. Fans do, of course, want to wear their club kit but the innovation of King Power with their retail background is to expand the clothing further into casual and business clothing. Our challenge was to balance both,” says Robbie Gill, managing director, The Design Solution. “This is truly a new style of destination store for fans of all ages to visit without ever losing sight of the massive digital dynamic of this incredible sport—football.”

  • Further in-store zones include RETRO, which celebrates iconic LCFC shirts from the past.

  • A Fox Gifts zone features branded fan accessories like cups, sports bottles, throws and even neckties.

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