{"id":28083,"date":"2026-11-04T11:46:11","date_gmt":"2026-11-04T10:46:11","guid":{"rendered":"https:\/\/retail-optimiser.de\/guest-feature-from-fan-shop-to-experience-how-store-design-breathe-life-into-brands\/"},"modified":"2026-11-04T14:12:12","modified_gmt":"2026-11-04T13:12:12","slug":"guest-feature-from-fan-shop-to-experience-how-store-design-breathe-life-into-brands","status":"publish","type":"post","link":"https:\/\/retail-optimiser.de\/en\/guest-feature-from-fan-shop-to-experience-how-store-design-breathe-life-into-brands\/","title":{"rendered":"Guest Feature: From fan shop to experience \u2013 How store design breathe life into brands"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

These days, when people walk into a store, they’re rarely just looking for a product. What they really expect is guidance, inspiration and experiences. In an era of ever-greater digital convenience, the strength of physical retail no longer lies solely in sales.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"This\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The store becomes a stage. It is a spatial interpretation of a brand\u2019s identity. It is a place where stories are told, values are conveyed, and relationships are built. Successful stores don’t just sell products. They create emotional experiences that linger in people\u2019s memories.<\/p>\n

The Union-Zeughaus of 1. FC Union Berlin in Berlin\u2019s Alexa shopping centre, implemented by umdasch The Store Makers in early summer last year, is an example of how all this can be skilfully put into practice.<\/p>\n

Why standard solutions rarely create powerful experiences<\/strong><\/h3>\n

Every day, we are confronted with countless impressions. In a world where it seems as though everything has already been seen, it is becoming increasingly difficult to capture people\u2019s attention. Interchangeable retail spaces are therefore becoming less and less effective, and brands must set themselves apart. This is precisely why bespoke shopfitting solutions are becoming increasingly important.<\/p>\n

Whilst standardised store concepts focus primarily on efficiency, emotional brand experiences are often only created through bespoke solutions. Custom-designed furniture, unique combinations of materials, specially staged product displays or bespoke digital applications create experiences that cannot be replicated.<\/p>\n

Club identity as a store concept<\/strong><\/h3>\n

The Union-Zeughaus is a good example of this. Every area of the store has been specifically tailored to the distinctive characteristics of the Union Berlin brand. \u201cAt the Union-Zeughaus, the club\u2019s identity is conveyed not only through fan merchandise, but also through materials, architecture, visual elements and interactive features,\u201d says Maik Drewitz, Store Consult Director at umdasch The Store Makers in Duisburg and jointly responsible for the store design of the new Union-Zeughaus: \u201cThe result is a place where fans can directly experience their sense of belonging to the club.\u201d<\/p>\n

The design therefore does not simply tell just any story. It tells the story of a club, its fans and its home. This creates something that goes far beyond traditional shopfitting: a place where people can identify with the brand.<\/p>\n

 <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t

\u201cStore design, as a brand ambassador, should not be underestimated.\u201d <\/em><\/p>\n<\/div>\n\t\t\t\n\t\t\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Maik\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Maik Drewitz <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Store Consult Director at umdasch The Store Makers in Duisburg<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Top Store picture gallery<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

All photos: umdasch The Store Makers<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t\t\t
\"As
As the main contractor, umdasch The Store Makers was responsible for the concept, store design and presentation of the Union-Zeughaus at Berlin\u2019s Alexa shopping centre, and translated the identity of 1. FC Union Berlin into an immersive brand experience.<\/figcaption><\/figure><\/div>
\"Sand-coloured
Sand-coloured clinker bricks echo the architecture of the Alte F\u00f6rsterei, the historic home ground of 1. FC Union Berlin \u2013 the fa\u00e7ade design was carried out by QR Bauunternehmen Berlin GmbH.<\/figcaption><\/figure><\/div>
\"Customised
Customised furnishing solutions from furnsign UG \u2013 which, as a sponsor, is closely linked to the club \u2013 showcase fan merchandise in a way that is true to the brand.<\/figcaption><\/figure><\/div>
\"Industrial
Industrial surfaces with a rust-effect finish and striking combinations of materials reflect the club\u2019s down-to-earth character.<\/figcaption><\/figure><\/div>
\"Spanning
Spanning around 260 square metres, the club\u2019s history and modern store design come together to create a holistic shopping experience.<\/figcaption><\/figure><\/div>
\"Visitors
Visitors can customise their fan merchandise on an interactive touchscreen and watch the personalisation process in real time.<\/figcaption><\/figure><\/div>
\"A
A photo booth inspired by Berlin\u2019s iconic machines combines local charm with a personalised fan experience.<\/figcaption><\/figure><\/div>
\"The
The reflective \u2018Union-Zeughaus\u2019 lettering makes the club\u2019s identity a defining design feature in the store.<\/figcaption><\/figure><\/div>
\"An
An LED platform and screens showing match highlights and club graphics create a stadium atmosphere right from the entrance area.<\/figcaption><\/figure><\/div>
\"Bespoke
Bespoke display areas showcase fan merchandise and integrate the product range into the brand\u2019s emotional universe.<\/figcaption><\/figure><\/div>
\"The
The product display combines functional product presentation with the club\u2019s emotional brand identity.<\/figcaption><\/figure><\/div>
\"Custom-designed
Custom-designed elements bring the atmosphere of the stadium into an urban retail setting.<\/figcaption><\/figure><\/div>
\"The
The combination of store design, shopfitting and digital touchpoints makes the fan shop a place where the club spirit really comes to life.<\/figcaption><\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/div>\n\t\t\t\t\t
\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The brand as the starting point<\/strong><\/h3>\n

\u201cOne thing was clear from the outset: we wanted to create more than just a traditional fan shop,\u201d says Toni Koch, who is responsible for sales development at 1. FC Union Berlin and was behind the creation of the Union-Zeughaus: \u201cOur aim was to bring the space to life through various standout features. Furthermore, we set ourselves the task of bringing a piece of the Alte F\u00f6rsterei \u2013 and thus an important part of our DNA \u2013 to Alexanderplatz. This idea runs through the entire store, from the entrance portal to the individual themed areas.\u201d<\/p>\n

The challenge, therefore, was to translate the emotional power of the Alte F\u00f6rsterei \u2013 the historic home ground of 1. FC Union Berlin \u2013 into an inner-city retail format without losing the brand\u2019s authenticity.<\/p>\n

Union spirit across around 260 square metres<\/strong><\/h3>\n

This is precisely where the work of Store Consult by umdasch The Store Makers came in. Rather than starting with furniture, materials or floor plans, the initial focus was on the question: what makes the club unique? What stories and which people connect fans to \u2018their\u2019 Union Berlin? Which places, symbols and emotions shape the sense of community?<\/p>\n

It was only from these insights \u2013 this sense of the club \u2013 that the overarching design narrative emerged. The result is a store spanning around 260 square metres that translates the Union spirit into a physical space. The entrance area alone creates emotional connections: sand-coloured clinker brick elements are reminiscent of the fa\u00e7ade of the Alte F\u00f6rsterei, whilst a characteristic Berlin archway echoes the local connection.<\/p>\n

Industrial materials characterise the store design<\/strong><\/h3>\n

Further into the store, fans encounter industrial materials with a rusted finish, as well as reflective \u2018Eisern\u2019 lettering that visibly carries the club\u2019s identity throughout the space. \u201cThe combination of stadium atmosphere and industrial roots is particularly striking\u201d, Maik Drewitz sums up.<\/p>\n

Every detail is part of the story. For this is precisely where the strength of a strategic store design lies: spaces are not designed simply to look attractive. They are designed to convey meaning.<\/p>\n

The digital dimension as an amplifier of the brand world<\/strong><\/h3>\n

However, today\u2019s experiential worlds are no longer created solely through architecture and design. Digital touchpoints open up an additional layer of interaction and create new opportunities to actively engage customers. It is crucial that digital solutions are not added as an afterthought, but are considered from the very beginning, explains Svenja Krach, Retail Experience Consultant at umdasch The Store Makers:<\/p>\n

\u201cTogether, we looked at the points along the customer journey where digital elements create real added value whilst also fitting in with the identity of 1. FC Union Berlin. It was important to us not to let technology overshadow the club\u2019s down-to-earth and authentic character.\u201d<\/p>\n

Jersey Forge creates interactive brand experiences<\/strong><\/h3>\n

It was precisely this approach that was adopted at the Union-Zeughaus. An LED platform displaying match highlights, club graphics and fan chants draws visitors into the world of the \u2018Eisernen\u2019 right from the moment they enter the store. Along the product zones, video rails bring movement, emotion and up-to-date content to the space, making it possible to constantly reimagine the store.<\/p>\n

The result is not a static fan shop, but a place where the brand and the Union spirit can be experienced anew time and again. At the heart of the digital concept is the so-called \u2018Jersey Forge\u2019, where fans can customise their own jersey and track the personalisation process in real time on a touchscreen. The concept is complemented by a photo booth in the style of Berlin\u2019s iconic photo boxes, as well as a merchandise configurator for personalised souvenirs.<\/p>\n

Interactive experiences at the Union-Zeughaus<\/strong><\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t

\u201cHere, digital technology is not an end in itself, but supports orientation, presentation and interaction.\u201d <\/em><\/p>\n<\/div>\n\t\t\t\n\t\t\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\"Svenja\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Svenja Krach<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Retail Experience Consultant at umdasch The Store Makers<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The added value of these applications lies not solely in their function. They foster engagement. They make the fan part of the story \u2013 turning consumers into active participants.<\/p>\n

Brands become strong where they can be experienced<\/strong><\/h3>\n

It is only the interplay of storytelling, bespoke shopfitting solutions, digital touchpoints and genuine engagement that transforms a retail space into a place with emotional appeal. The Union-Zeughaus is a prime example of this.<\/p>\n

However, the most important insight here extends far beyond the sports retail sector. \u201cFor me, the project demonstrates above all how important authentic storytelling is in brick-and-mortar retail,\u201d summarises Maik Drewitz: \u201cSuccess does not come from standardised retail spaces, but from experiences that credibly tell a brand\u2019s story. A football club can benefit from this just as much as other retail or brand companies. Those who make their origins, values and community visible create genuine differentiation.\u201d<\/p>\n

 <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Brick-and-mortar retail scores with identity and experience<\/strong><\/h3>\n

Particularly in times of increasing digitalisation, the future of brick-and-mortar retail therefore lies not in more floor space or a wider product range, but in more relevant experiences. Brands that succeed in bringing their story to life in a physical space and allowing people to become part of that story create something that is almost impossible to replicate online: a genuine sense of connection.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t