Anfield Flagship Store

Nike asked The One Off to help them create a custom Nike x LFC brand environment at the Anfield flagship store to mark the brand taking over the shirt sponsorship for the club. The design had to layer into the current store architecture to help strengthen the customer journey and deliver a brand statement.

We had to consider store windows, launch areas, retail equipment and graphics. The store has to flex to accommodate large customer volumes on match days. The challenge was delivering the design and build during the first Covid lockdown in time for the kit launch 3 months later.
The design focussed on the club, Liverpool as a city and its heritage. Finishes like copper verdigris from the Liver bird are mixed with fixtures made to mimic Meccano that was manufactured in the city until recently.

Red and silver form a reflective palette and the overall space is crowned with a huge hanging display of 225 oversized knitted scarfs carrying the message Tell Us Never reflecting the strength of passion for the club by its fans. The large scale store windows became a graphic billboard for both brands. The store opened in time for the kit launch that saw supporters queueing round the block. The design has helped create drama and focus for the area creating a clear path to the kit areas. Flexible graphics can be updated to reflect the latest kit launch.