20|20 designed the Armoury store at the Emirates Stadium. Arsenal’s brief was to create a high impact, efficient selling machine that allowed the store to flex easily between two dramatically different trading environments.
At one extreme, match days experience 5-6,000 excited, time-short fans passing through. High impact windows attract fans to the store and, once inside, clear pathways guide them through the store via a fast- or a slow-track route with key areas clearly highlighted.
At the other extreme, on non-match days the store becomes a destination for 3-400 fans and visitors to the stadium. The store converts to display the complete range of merchandise and focuses on the spirit of Arsenal. The pace is more leisurely and relaxed with the aim of engaging customers and encouraging them to buy more and visit regularly.
