Arsenal's megastore at Emirates Stadium was reopened on Friday after a complete redesign.
The new space, which was developed in conjunction with official kit partner PUMA will offer supporters a unique shopping experience and more choice than ever before.
An extensive personalisation area allows fans to create their own bespoke items, while the shirt-printing area has been redesigned to ensure easier and quicker service.
Three changing rooms each have a particular theme; the on-pitch experience, the post-match media room and the Arsenal tube - all with realistic audio and internal graphics, not forgetting the scent of freshly-cut grass. The audio guided Emirates Stadium Tour now begins and ends in the store, enabling fans to purchase custom-made products and images of themselves.
A range of interactive offerings have been developed to provide an engaging shopping experience for visitors. Three huge digital screens, comprising of 27 monitors in total, are to show exclusive video footage of the Arsenal team and can also stream matches live. A specially-designed sound system will allow sound to be ‘zoned’ around the store, and a newly-integrated boot display area showcases the latest in what’s available from the PUMA collection.
The new-look store is classic Arsenal style meets street edge of PUMA, and features high-level graphic stencils in a graffiti design, presenting a street art-style story of historic club moments around the store, marking the achievements of legendary 1930’s manger Herbert Chapman through to the present day.
Simon Lilley, Arsenal’s director of retail, said: “Our vision as a club is to offer supporters and visitors to the stadium a best-in-class service and experience, and that was central to our objectives when redesigning the Armoury as a joint venture with PUMA. Efficiency in-store has been improved, with a dynamic style which we believe blends the best of Arsenal and PUMA. We are delighted with the outcome and look forward to welcoming fans through the doors.”
The revamped Armoury also offers visitors a faster than ever service, with 10 additional tills installed and the number of print presses doubling from eight to 16. For added convenience, the new till system allows shoppers to place an order in-store on a matchday and get it delivered to their chosen address. International shoppers also have the benefit of processing their global tax on each till in-store.
The Armoury is open from 10am-8pm on Friday, 9am-7pm on the first Saturday and 10am-4pm on the first Sunday. Thereafter The Armoury will revert to usual trading hours, 9am-6pm Monday to Saturday and 10am-4pm on Sunday. The Arsenal at Highbury House and The Arsenal Finsbury Park are both open Monday to Saturday 9am-6pm and 10am-4pm on Sunday. The Arsenal: Brent Cross is open Monday to Friday: 10am-8pm, Saturday 9am-8pm and 12.00pm-6pm on Sunday. Online shopping is available 24/7 through www.arsenaldirect.com.