• Chicago’s United Center Joint Venture (UCJV) tapped local design experts 555 International to create a state-of-the-art retail space for the Chicago Bulls and Blackhawks as the newly branded Madhouse Team Store, located at the United Center.

  • Working with 555 International, the UCJV created a state-of-the-art 10,000-sq.-ft. retail space that highlights each team with new branding that invokes the heritage and colors of both franchises.

  • Giant replicas of the Stanley Cup (left, NHL) and the Larry O’Brien Trophy (right, NBA) flank the entrance.

  • Innovative rack displays rotate to reveal Bulls or Blackhawks gear, depending on which team is playing that day.

  • The floor-to-ceiling hat wall displays the more than 100 hats available in the store.

  • A digital hub fashioned out of a Chicago “L” CTA car allows guests to make play-by-play calls from some of the most famous moments in Blackhawks and Bulls history via interactive touchscreens. The car also allows fans to insert themselves into iconic photos of their favorite players.

  • Local creative agency Leviathan created all of the digital content that can be seen on the store’s touchscreens, projectors and displays, including a historical timeline of both teams’ greatest moments. Locally based Whitlock integrated all the new technology and interactive elements, including a laser-projected digital canvas and the CTA car experiences.

  • Installations over the cashwrap form the Bulls and Blackhawks logos.

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