Pushdesign overhauls CFC megastore

Chelsea Football Club’s two-storey ‘megastore’ relaunches this week under a retail concept by Pushdesign, a group formed by architect and project management company Blyth Wyatt Budd, following the recent closure of its Project X consultancy.

The 950m2 outlet at Stamford Bridge stadium in west London has been overhauled to improve the customer journey and alleviate congestion on match days. The store has been redeveloped in conjunction with Adidas – one of Chelsea’s primary sponsors – and the first floor features an area dedicated to the sports brand.

‘We aimed to achieve a balance between the powerful brands of Adidas and Chelsea,’ says Luke Carrington, creative director at Pushdesign.

Pushdesign was set up in April this year, after Project X was closed by BWB following the departure of Ross Haxton, a founding director.

The Project X staff have been incorporated into Pushdesign and Haxton has since launched Brand Projects, a retail design consultancy based in London.