Strengthening its ties with football fans across the globe, world football’s governing body are developing a flagship FIFA store, with the concept to be rolled-out internationally. Saunders Global were invited to design a unique retail store that captured the essence of world football. The store design incorporates a series of zones each offering a unique football and retail experience. Saunders’ design services included the floor plan design, integrated merchandising and retail display design, way finding, interior finishes, graphic design, multimedia interactivity and experiential design.

FIFA’s pioneering concept will create a memorable experience for fans of both football and fashion by offering a unique range of official merchandise inspired by the past, present and future of the game. Saunders Global's approach to the design was inspired by the elements of the game, leading to the Interior design for five unique interior zones, capturing the history, enigma and passions of world football and displaying integral elements of the sport including teams, results, jerseys, heroes and computer gaming. The retail and themed designs develop the FIFA theme through specific merchandise and product display system design, circulation planning, product display, gaming areas, experiential designs, live game results and game airplay and affiliated branded areas including Adidas Saunders Global worked closely with FIFA to develop a world football inspired graphics package that would capture the essence of the game. The FIFA store will offer world football fans the opportunity to purchase official FIFA merchandise in countries outside of a host country for the first time and not only during FIFA endorsed events.

Watch the FIFA store design video here >



1. The FIFA store design, merchandise display and graphics 2. The FIFA store exterior, with tickertape and netted window design.



3. Champions Dome with historical photographs and video 4. Flags Dome featuring country and team specific merchandising