As part of larger rebranding effort, Chelsea FC created a megastore that houses a variety of team-themed products. The store will primarily be a retail space for jerseys, shoes and activewear. The soccer team will use these items to reinforce its history as well as its entrance into the future.
Most of the interior has dimly lit black walls with pops of the iconic Chelsea FC blue used to create a striking visual impact. The team's blue jerseys adorn most of the space with endless racks that cater to men, women and children in a variety of sizes. The main theme of the space however is bridging the team's history with a culture of innovation.
Glass-enclosed trophy cases display the team's championship wins effectively, reflecting Chelsea FC's tradition. In contrast, modern activewear represents the team's innovative culture.