Images: F3 Architects
F3 Architects has hailed the impact of Real Madrid’s new flagship megastore it helped deliver as part of the redevelopment of the Estadio Santiago Bernabéu.
Located on the east side of the Bernabéu, on Calle Padre Damián, adjacent to the entrance to the presidential box, the new megastore has reported record sales since opening in June.
Designed by F3, in partnership with Legends, the store provides visitors with an immersive digital experience with more than 40 metres of LED screens, flexible merchandising zones, and a new shirt personalisation area. It is intended as a first-of-its-kind customer experience and space developed specifically for year-round trading, with operating hours being 10am to 8pm CET daily.
Measuring 2,800 square meters, the cutting-edge store was carefully designed to deliver a game-changing sports retail experience and reflect evolving consumer behaviour and requirements. The space enables fans and tourists, which make up 80% of total visitors to the store, to get closer to the LaLiga team via high-end, personalised experiences.
F3 sought to revolutionise the way the store operates, turning from the historical ‘match day versus non match day’ approach to one that looks at high level experiences for a diverse audience across the whole year. In order to achieve this, the team worked closely with Legends to understand historic and predicted consumer behaviours and patterns.
Ian Laurence, partner at F3 Architects, said: “The landmark sales of the Real Madrid Flagship Megastore has proven the success of our ambitious design and we are incredibly proud to have been lead designer on the project.
“We challenged the preconceptions of sports retail by taking inspiration from high-end retail spaces to deliver something different and unexpected that can flex to suit demand and one that is synonymous with the overall Bernabéu stadium.”
Using heatmap outputs from crowd-flow modelling, F3 identified key customer sightlines through the store, to strategically position feature areas, marketing and digital content where they would be most visible to customers.
F3 was chosen as lead designer on the project following its successful involvement with the Tottenham Experience at Tottenham Hotspur Stadium, as well as Wimbledon’s No.1 Court Shop.
In July, Real claimed an operating income landmark of €1.073bn (£894.5m/$1.13bn) for the 2023-24 financial year, highlighting the huge rise in revenue generated by the Bernabéu despite the venue’s redevelopment scheme being not yet fully complete.
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