Manchester City wanted a fan shop that went beyond retail. The goal was to create a destination where supporters could feel the club’s passion, history, and future, while integrating digital interaction and premium product presentation. The challenge was to deliver a complex, high-quality store within a tight timeline, aligned with the club’s brand standards and ready before the competition’s conclusion.

Using Manchester City’s brand book as the foundation, Tchai developed a holistic retail concept where experience and commerce reinforce each other. Together with Puma, Stichd, Silvaman, and the club, we aligned design, production, and execution into one seamless process. From concept and detailed design to production, installation, and project management, every step was owned and coordinated by Tchai.

The Manchester City Arndale Fan Shop blends the club’s iconic colours with materials and forms inspired by Manchester as a city. Digital touchpoints are integrated throughout the space, allowing fans to:
• Capture digital moments with players
• Personalize and purchase their favourite player’s shirt
• Try on apparel in replicated stadium dressing rooms
• Explore and purchase historic club shirts
The result is an immersive environment where supporters don’t just shop; they connect, interact, and celebrate the club.

• Fully developed and delivered fan shop at Manchester Arndale
• Concept, design, production, installation, and project management by Tchai
• High-impact digital engagement throughout the store
• Strong collaboration across club, brand, and partners
• Delivered successfully before the end of the competition season

This project shows how retail can become a powerful extension of club identity. By combining brand storytelling, digital innovation, and flawless execution, Tchai created a fan shop that reflects Manchester City’s ambition. Rooted in the city, driven by passion, and built for the modern supporter.

Credits: Puma, Stichd, Silvaman.