The flagship store powered by Reebok, which opened to the public in mid-August 2010, is designed as one of the most unique retail operations, as well as one of the largest team stores, in the National Football League (NFL). New Meadowlands Stadium is home of the New York Giants and New York Jets.
The design team’s biggest challenge in the development of the store was to evolve a retail concept that can function as exclusive homes to both teams, without sacrificing operational efficiency. Using a combination of modern architectural design and the newest innovations in technology and lighting, the 9,600 square feet store can be transformed from Jets to Giants virtually overnight. Design team’s creative use of lighting, projected graphics, innovative hidden merchandise storage, flexible and mobile fixtures and a dynamic new wall display system that solves the major challenge of rapid merchandise changeover have also helped in the magical transformation of the store.
Revolving perimeter display panels for jerseys, jackets and shirts can pivot to reveal either Giants or Jets merchandise. In this way, the store provides Giants and Jets fans with a team-customised shopping experience for the teams’ respective home games. The store can also be split 50/50 between the two teams on non-game days.
Hospitality management company Delaware North and Chute Gerdeman have incorporated the newest innovations in interactivity, digital signage and projection, and media and architectural lighting to dynamically enhance the profile of both Jets and Giants within the New Meadowlands Stadium. Each team’s historic NFL legacy and traditions are highlighted with modern architectural design.
A striking cap tower near the rear of the store, topped with a massive, gleaming replica of the iconic Vince Lombardi trophy, allows for logo merchandise to be interchanged. This can be achieved by simply flipping hinged cover panels. Mobile fixtures allow merchandise to be positioned, stored and brought out again. Hidden storage areas at the more permanent fixtures allow store employees to quickly change-out stocked merchandise right at the fixture itself, eliminating the need for backroom storage areas.
Digital signage, which is prominent throughout the retail space, is easily reprogrammed from one team to the other. Iconic imagery, including players in action and team logos, is projected on both the floors and walls at key locations.
An interactive zone forms the centre part of the store, where fans can play a simulated football game on a 15- by 8-feet digitally projected Jets or Giants home football field. In addition, four gaming stations feature NFL-themed video games, again programmed to involve the home team.
The architect has employed innovative lines and striping in new retail design. The store is distinct for gleaming white floor-to-ceiling striped bands that replicate the dramatic emotional highs and lows of a football game. According to Brian Shafley, president of Chute Gerdeman , the striped ceiling forms the key visual element that defines the space, lighting the store and containing technology features. The lighting is easily changed from Giants’ blue and red to Jets’ green and white. Above the architectural bands, the ceiling is washed with Jets’ green or Giants’ blue lighting, creating a complementary glow that attracts game-day crowds from outside the store.
Delaware North Sportservice and Chute Gerdeman also designed the store with plenty of space between displays to accommodate the flow of large numbers of shoppers.
The store is powered by Reebok, the National Football League’s official equipment and apparel sponsor.
Delaware North is operating more than 20 other retail locations and kiosks at New Meadowlands Stadium. Delaware North Companies Sportservice is the exclusive operator of food service and retail at the stadium.
