HEAD Architecture and Design Limited designed the ‘THE MANCHESTER UNITED EXPERIENCE RETAIL’ in Macau.
Description from the architects:
The principal circulation decisions were as follows:
1. a single entry point into the Mega store with access to the Experience from inside the Mega store
2. circulation at Mega store level that takes you around the store and brings you back to the POS for payment prior to exiting
3. Experience ticket sales within the store and connected to the POS area for simplicity
4. controlled vertical circulation up to the Experience from the store once the visitor has bought a ticket
5. circulation at Experience level that allows a logical return to the rear of the Mega store level once the Experience has been completed so that the visitor can make retail purchases and exit
6. one ‘down only’ escalator is to be installed as a way of avoiding short circuiting of vertical circulation
Due to high ceiling heights, it was possible for a circular hole to be cut in the Experience floor and a circular mezzanine level to be built between the Mega store and Experience in the centre of the store.
The Opus – a gigantic limited edition Manchester United book – will be displayed under this mezzanine and there will be retail and video images around to entice the shopper to visit the interactive area upstairs.
The layout and concept for the retail store was designed to be clean, simple and flexible. A curved custom low shelving unit was designed for the front area of the store and then the Nike retail system furniture was used for the remainder of the display areas. Floor units are kept to a datum to allow an uninterrupted view to the back of the store. The wall units were capped at 2400mm with easily interchangeable super-graphics of players and other promotional images.
Eye-level advertising, team group shots, video images of players and mannequins were all designed to be life size for continuity and so that the customer could pose with their favourite players. Names of team players throughout the history of the club are used on walls as backdrops to the retail bays.
The POS area has a similar curved shape and is sculpted in white Corian. Shirt printing is also carried out here and tickets for the interactive museum are on sale. Similar to the Old Trafford mega store, a red tinted image of old Trafford is used across the back wall. The colour scheme uses with the red and white of MUFC with a white floor and white ceiling. A “Red Devil” tail was custom designed to hang from the ceiling on invisible fixings. This tail would guide customers around the store and back to the POS and exit but also use the available ceiling height and be an exciting team related visual element. The exterior is treated with a red concave hexagonal formwork with one large highlevel club crest and The Manchester United Experience lightbox. The long elevation is naturally broken down into three parts by the generic columns of The Venetian. One allows a traditional look through with window mannequins, the second has a large red 3M club logo image with some player graphics and the middle section has an LED backlit football display to allow full height wall display units on the interior.
The entrance is open and inviting, allowing a rich view into the store. A single training pod was introduced to the left of the entrance to allow customers to get an impression of what is available upstairs and also to create dynamisms within the shop front. The entrance is shared for the Mega store and Experience. It is a general retail belief that shoppers turn to their right upon entering a store. Therefore the shopper will navigate the store anti-clockwise and arrive at the POS and replica shirt area, pay for their goods and exit. The POS area also sells tickets for the Experience.
They can then exit the Mega store or go around the Mega store with the rest of the shoppers as described above, before paying and exiting.
|Firms||HEAD Architecture and Design Limited|
|Graphic Design||Kactus Design Ltd.|
|Design Team||Mike Atkin (Project Director), Max Cheung (Project Team Leader)|