51 Sleeper Street
Boston, MA 02210
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As the flagship retail location for the San Francisco 49ers, the Team Store at Levi’s Stadium provides a distinctive shopping atmosphere and a seamless brand experience for the NFL franchise. Visitors looking for team merchandise – and a break from the game day hustle-and-bustle of the mammoth open-air stadium – can find both an intimate and immersive experience within its walls.

As the store is open year-round – with only a handful of games played during the NFL season – balancing the need for two drastically different volumes of traffic was a major consideration and challenge. With thousands of fans visiting the store on game days, a long, wide aisle through the center of the store provides a prime circulation route and adds an air of spaciousness when the store is at capacity.

49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium

By locating the cash wraps adjacent to the exterior wall with dedicated doorways nearby, visitors can easily exit the store when they’ve made their purchase. Several mobile cash desks – which are removed during the off-season when traffic is lighter – help with the heavy volume on game days.

49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium
49ers Team Store at Levi's Stadium

On the ceiling, bold red faceted ribbons are anchored by lanterns around each column, which in turn are emblazoned with black and white photos of legendary players. The ribbons are a dynamic feature and encourage movement through the store. Custom-designed bright, white, and glossy plinths complement the red faceted ribbons above, and the warm-toned wooden flooring below provide a clean slate for merchandising the team’s most popular apparel.

The Details

  • Collaborators
    • Cambridge Seven Associates
    • Turner Construction Company
  • Awards
    • Nominated for EuroShop RetailDesign Award 2015

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