The consultancy is refurbishing the stadium’s existing Wembley Store, which will be rezoned and renamed as The England Store (pictured). Green Room is also creating two new premium Club Wembley boutique stores and working on retail wayfinding and kiosks.
The work on the The England Store will use ‘iconic England football team imagery’, according to the consultancy, while the store will be reconfigured to accommodate themed merchandise zones.
The two new stores will be located in the 14 000-capacity Club Wembley corporate hospitality area and will sell Wembley and England merchandise.
The new designs for the kiosks will provide consistency and improved signage, Green Room says, and feature interchangable event logos to allow the kiosks to be customised for individual events.
Mike Pink, head of retail and tour for Wembley Stadium, says, ‘[The] strategy… will over the next six months see a full refresh of our existing retail sites and signage and the development of two exciting new boutiques.’
Richard Ash, founder and chief executive of Green Room, says, ‘This is a thrilling win for us – I now know how Bobby Moore must have felt in 1966.’
The consultancy was appointed to the project in April following a three-way pitch and work is set to be carried out on site through autumn and winter this year for planned openings next year.