KKA provided full design services for new stand-alone shop. The space is four times the size of the old store located inside the stadium. The club wanted a new stand-alone flagship superstore that links to the surrounding network of fan zones, and is both highly visible to the street and in keeping with the stadium and surrounding area. Design concept is based on a “gateway” market building which is carefully laid out to encourage movement both outside and inside the store, thereby promoting openness and accessibility and connecting spaces together. The interior is free-flowing/user friendly and provides unique interactive experiences for fans passing through it. The solid, void façade treatment created by the brick panels and feature glazing is discernible both inside and outside the building, offering up bays for display and advertising. The store includes 46 till points, providing 130 percent increase. LFC will be introducing contactless payments and mobile payment stations to decrease queue waiting times on a match day. Twenty shirt printing machines will help reduce printing waiting times for fans. Activation space in the centre of the store includes a stadium-like seating area using original seats from the Main Stand. The space also features video wall and will be used for events such as player signing, membership events and kit launch reveals. VIP area offers customers a personal shopper experience when buying high end products such signed frames or jewellery.