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Design showcase: A new fan store for FK Austria Wien

Football club FK Austria Wien – generally known in English as Austria Vienna – has opened a new fan shop at its home stadium, the Generali Arena. Design, installation and project management of the new store was handled by Umdasch.

The new store seeks to provide a playful environment for fans of the team, and focuses entirely on reflecting the sport of football. It makes extensive use of the team’s signature violet colour, which fans see as representing an attitude to life and the core values of sports club tradition and culture. The brief called for these values to be reflected in the design of the store.

A larger-than-life football-shaped goal structure has been installed as a focal point in the centre of the store, on a raised stage that has multiple uses: as well as a visual merchandising display it is used for events such as presentations, promotions, and autograph signings by sportsmen.

A broad range of merchandise is displayed around the store, using bespoke fixtures from Umdasch which reflect the hexagonal football display. Screens are used to present facts and stories about the team and its famous players and record holders, as well as giving information about forthcoming games and ticket information.

A personalisation area allows fans to order jerseys featuring their own names.

White varnished plywood and artificial grass, along with concrete and metal finishes, reflect the atmosphere of a football pitch. The club’s logo was applied to furnishings with a laser.

The football club has won more national titles than any other Austrian rival, including 24 Austrian Bundesliga titles.

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