The new store concept of Real Sociedad FC, the Spanish football club from San Sebastian, took the city by storm when it opened last week. Located conveniently in the city centre, the new store offers special members-only services, ticket sales for upcoming matches as well as a personalised printing for official team merchandise all within a vibrant, dynamic and digital retail space that brings the fans closer than ever before to their home team. Kendu collaborated with Real Sociedad on key elements of the store’s interior design including the store windows and the visual displays to ensure that they met the club’s objectives of being both modular and movable.
The two symmetrical front window displays feature Flowbox, the dynamic display, to capture the attention of passers-by as well as a totem featuring recessed digital signage. When viewed from inside the store, these elements double as lightboxes to optimise the visual communication space. A large-format lightbox, featuring a larger than life team photo, sits behind the till area while different creative compositions using circular graphic frames are installed throughout the double-story shop to create a seamless transition when moving around the store. The finishing touch is in the form of an interactive digital totem which allows fans to browse the entire official merchandise catalogue.
The new store is the result of excellent teamwork between Real Sociedad and Kendu.