London Irish and Reading Football club share the same retail outlet at the Madjeski stadium in Reading and as a consequence there was a lack of delineation and identity throughout the unit

The brief was to enable the separate identities of the 2 clubs to be immediately recognisable during non match days whilst allowing the clubs the flexibility to adapt to filling the allocated space with the their individual identity on home match days.

In essence the store became a London Irish Rugby store for their home games and a Reading Football store on their match day.

The design took 4 weeks to approve by all parties and the build and shopfit took 7 days. The entire project was delivered n time and within budget.

The capacity to display stock for both parties was doubled so more products could be introduced into the ranges and displayed to the supporters and store visitors.

The logistics were enhanced by the introduction of a new ergonomic service area and change in working practices which enhanced the customer experience.

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