Three has unveiled a huge refurbishment to its Fulham Broadway store, kitting out the retail space in the famous blue after becoming the principal shirt sponsor for Chelsea FC.
The store was selected for an elevated high street presence and full Chelsea makeover above the other Three stores, for a number of reasons – mainly it being just a five minute walk from Chelsea’s stadium Stamford Bridge, and due to the over-index of Chelsea season ticket holders in the surrounding area – two key factors.
Three used Whiteghyll, the retail display and visual merchandising specialists, to manage the retail space overhaul. They were handed a clear brief on how Three could amplify the Chelsea sponsorship with an always on, visual, high-street presence that would drive interest from the locality. Whiteghyll took this away and worked alongside Three’s internal design studio to identify various executions, from a disruptive window creative to continuing to amplify the partnership within the store. Bringing to life key players and events, all with aim to further engage the Chelsea fanbase.
The host of bespoke upgrades are sure to excite Chelsea and football fans, especially once the fans eventually return to the stadium and the majority of ticket-holders will be able to experience it fully on their way to matches. For today’s world though, it has been designed to allow for social distancing and keeping both staff and customers safe.
Firstly the store front has been turned from Three’s recognisable white background to Chelsea blue with the iconic Chelsea crest added. Then as customers enter the store, they will instantly recognise the Chelsea stars printed across the walls, on the digital screens and even on the roundels that hold the mobile devices. Faces that include superstar striker Timo Werner and legendary women’s international, Fran Kirby. The digital screens on the walls also show different players from both the men’s and women’s teams that are rotated and mixed in with the latest offers and handsets.
On matchdays, whilst the stadiums are empty, Three still takes its Chelsea support up an extra notch, with bespoke AV displays in the front windows. From a highlights reel to messages of support, Three’s partnership with Chelsea is always visible, particularly pertinent at this time.
Three has also introduced a number of new Chelsea FC tariffs and merchandise including branded phone cases, pop sockets, and charger cables that are available exclusively at this store or online*.
Finally, any fans that sign-up to a new contract instore can also enjoy their very own exclusive transfer signing photo with a specially designed background similar to what you would find at Chelsea FC. A simple touch to enable customers to post to their personal social accounts.
Fraser Gibson, head of channel marketing at Three, said: “We are extremely proud to be working alongside Chelsea FC and it seemed an ideal opportunity to attract the fanbase with this unique installation at our Fulham Broadway store.
“Not only does the store stand out from the rest of our retail estate but it’s already driving interest from the fans who pass by and are immediately drawn in by the different look and feel of the store.”
John Dinnewell, director at Whitegyll, said: “We have worked with Three for more than eight years on numerous projects and were delighted to have the opportunity to work on this unique project with the Three channel marketing team and internal studio.”
