The launch of any new football kit is a major event for any club and sponsor, but Manchester City FC and Umbro’s collaboration has to be amongst the most memorable in recent times. GRR was in the thick of the action, developing, manufacturing and installing 3D realisations of the creative concept for both the Eastlands Stadium store and the Arndale Centre ‘City Store

Working closely with creative agency Anomaly, GRR developed the creative theme into a range of physical and visual executions, creating a store ambience in keeping with the innovative Umbro ‘MCFC music’ campaign theme accompanying the kit launch. Giving the feel of a retro record store rather than a more traditional replica kit retailer, the design incorporated 2.5 metre high wall of speakers (painted in City blue naturally), graffiti, fly posters, and (in the stadium store) four 11 metre long window displays.

                                                                                                                                                        The result was a retail experience absolutely appropriate for a kit launch that included a launch party attended by Noel Gallagher, an exclusive gig in the Stadium grounds headlined by born and bred Manchester band The Doves, and a DJ set from Hacienda legend Mike Pickering.

                                                                                                                                                           And the important bit? The project delivered commercially, with over 4000 shirts being snapped up in just one day, showing that great retail design has an essential role to play in delivering the commercial side of a brand experience.