When the Chicago Bulls and Blackhawks contacted 555 International to concept, design, and build a 10,000 square-foot retail space inside the United Center, the greatest challenge and number one goal was to create a year-round destination for Chicago’s developing West Side that would entice fans again and again, even on non-game days. To achieve this, 555 ideated a retail experience that was jam packed with nostalgia, local authenticity, and technologically infused engagements that would connect emotionally with core and prospective fans.
A range of guest experiences are integrated throughout all retail zones, designed to attract and engage while keeping in mind shopper flow during high-traffic times. High-impact art installations of team logos and disruptive photo ops provided opportunities for guests to stay and explore. Because the store was multi-functional, 555 designed a transitional environment that could easily be converted to accommodate varying team and event schedules. Proprietary merchandising solutions created the flexibility to adjust content and merchandise without disrupting the flow of operations. With the goal to provide immersive encounters that felt truly authentic, we unobtrusively integrated technology to create digitally enhanced storytelling that did not seem tacked-on or secondary, but a central part of the design.