The new FC Bayern World opened for all its fans in the heart of the Bavarian capital Munich. The building, with its boutique hotel, two restaurants and flagship store represents the grand finale of the rich history of the association during its 120th anniversary year.
The retail space was designed and the construction work was implemented by the architects of umdasch The Store Makers.
When the sliding door of the flagship store opens and you enter the space, it becomes clear immediately for whom it was created: a laser has burned the message “FOR THE BEST FANS IN THE WORLD” into the mat on the floor. The entire store can be accessed across all three floors via a central staircase. The eye-catching diamond shape in the stairwell – derived from the Bavarian coat of arms in the logo – links all the floors optically. The emotional heart is the oversized LED wall on the underside of the staircase. The store concept can be summarised as “Tradition meets Future”.
“The façade, which was designed in sgraffito style derived from the original building, encounters printed concrete walls inside”, explains Maik Drewitz from umdasch. He continues: “In the central staircase, warm oak wood and raw black steel form a contrasting arc of suspense”.
The material selection focuses on regional suppliers. Illuminated glass walls from a Bavarian manufacturer make the cast flooring of Munich pebbles glow. The ground floor is dedicated to the team of the championship record-holders: the players were scanned and life-size figures were created for the store using a 3-D printer. They present the latest jersey series in the centre space, and umdasch developed individual, floating wall systems on the walls.
More than 20 integrated digital touchpoints form a part of the integral store concept and include numerous innovations, including mirror screens in the changing rooms, several selfie points and transparent screens for trophy presentation and projection mapping in the checkout zone.
The Performance Level in cooperation with adidas lies on the lower floor. Fans will find the entire range of appropriate accessories. From jerseys to training equipment, you will then arrive at one of the highlights on this floor, the shoe wall. It is designed like a laboratory in which the new developments grow and flourish. Immediately adjacent, the fans can test themselves against the professionals in various gaming scenarios in the “Test Cage”. Jerseys, shoes and balls can be personalised according to the individual ideas of the fans in the “Workshop”. The presentation of the “TRIPLE Cup 2020” takes place here in digital showcases behind transparent screens and emphasises the playful experience of winning. Even the FC Bayern e-sports team has its own dedicated area in the KONAMI Lounge.
The fan level on the upper floor fulfils every wish of the fan community. In addition to mugs and scarves, you will find exclusive merchandise on sale which is available only in the FC Bayern World in Munich. The youngest fans are delighted to see the little mascot Berni, while their parents can configure an Audi model on the large touch-screen LED Wall, booking a test drive on the shareholder’s Audi sales space. A robot will then make a sketch of the dream model as a souvenir to take home.
When the sliding door closes again you will leave the FC Bayern World not only with all sorts of fan articles, newly embroidered jerseys and a pre-configured new vehicle but above all with one thing: the feeling of having experienced something unique and the burning desire to return again in the future.