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Manchester United Experience
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Manchester United Experience
THE MANCHESTER UNITED EXPERIENCE RETAIL
Award
IC
Award International interior Design 2009Gold Award @ Exhibition
Category
Project Information
Lead Architect and Interior
Designer: HEAD Architecture and Design Limited
Project Director: Mike Atkin
Project Team Leader: Max Cheung
Location: Level 3 and Level 5, Grand
Canal Shoppes, Venetian Macao
Brief
From this research, a brief began to define itself and a
rental approach was decided upon.
Take an expensive area on the main retail level and then a
larger (but much cheaper in terms
of rent) area on the level above and draw customers in at
the lower retail level, feed them up
to the experience and return them through the retail. Hence,
the Manchester
United Mega
store was built on Level 3 of The Venetian Cotai (6,000
square feet) and the Manchester
United Experience (11,000 square feet) will be built
directly above it on Level 5.
This is partially to do with the correct size for the Mega
store and Experience, but most
importantly to ensure that downstairs and upstairs dovetail
together in terms of circulation for
maximum ease and retail benefit.
Design
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.
The cylindrical semi-translucent mezzanine level was seen as
a holding space and appetizer
for the Experience above. As a transition area from the
retail floor to the exhibition floor the
Rotunda must be capable of
providing:
1. A welcome and very brief
introduction to the exhibition
2. A teaser for things to come
3. A visual link from ground to
first floor and enticer
4. Brand enhancement
However, we must be careful that the Rotunda has a
differentiated function from the Club
intro to follow - it must not steal the thunder from the
things to come.
Once the pre-show has finished, visitors will take a further
set of steps up to the Experience.
They will then go around the Experience in a clockwise
fashion and return to the Mega store
floor by escalator, arriving towards the rear of the store.
They will then pass through the
Mega store, shopping if they wish, before paying for any
selected goods and exiting the store.Interactive Designer - MET Studio Design Team
Award
IC
Award International interior Design 2009Gold Award @ Exhibition
Category
Project Information
Lead Architect and Interior
Designer: HEAD Architecture and Design Limited
Project Director: Mike Atkin
Project Team Leader: Max Cheung
Location: Level 3 and Level 5, Grand
Canal Shoppes, Venetian Macao
Brief
From this research, a brief began to define itself and a
rental approach was decided upon.
Take an expensive area on the main retail level and then a
larger (but much cheaper in terms
of rent) area on the level above and draw customers in at
the lower retail level, feed them up
to the experience and return them through the retail. Hence,
the Manchester
United Mega
store was built on Level 3 of The Venetian Cotai (6,000
square feet) and the Manchester
United Experience (11,000 square feet) will be built
directly above it on Level 5.
This is partially to do with the correct size for the Mega
store and Experience, but most
importantly to ensure that downstairs and upstairs dovetail
together in terms of circulation for
maximum ease and retail benefit.
Design
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.
The cylindrical semi-translucent mezzanine level was seen as
a holding space and appetizer
for the Experience above. As a transition area from the
retail floor to the exhibition floor the
Rotunda must be capable of
providing:
1. A welcome and very brief
introduction to the exhibition
2. A teaser for things to come
3. A visual link from ground to
first floor and enticer
4. Brand enhancement
However, we must be careful that the Rotunda has a
differentiated function from the Club
intro to follow - it must not steal the thunder from the
things to come.
Once the pre-show has finished, visitors will take a further
set of steps up to the Experience.
They will then go around the Experience in a clockwise
fashion and return to the Mega store
floor by escalator, arriving towards the rear of the store.
They will then pass through the
Mega store, shopping if they wish, before paying for any
selected goods and exiting the store.Interactive Designer - MET Studio Design Team
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