Arsenal FC has reopened its Armoury megastore at the Emirates Stadium after a complere design.
The new space, which was developed in conjunction with official kit partner PUMA, will offer supporters a unique shopping experience and more choice than before.
An extensive personalisation area allows fans to create their own bespoke items, while the shirt printing area has been redesigned to ensure easier and quicker service.
Three changing rooms each have a particular theme - the on-pitch experience, the post-match media room and the Arsenal tube - all with realistic audio and internal graphics, plus the scent of freshly cut grass. The audio guided Emirates Stadium Tour now begins and ends in the store, enabling fans to purchase bespoke products and images of themselves on the tour.
A range of interactive offerings have been developed to provide an engaging shopping experience for visitors. Three large digital screens - comprising of 27 screens in total - are to show exclusive video footage of the Arsenal team and can show live match streaming.
A specially designed sound system will allow sound to be 'zoned' around the store, and a newly integrated boot display area showcases the latest in what's available from the PUMA collection.
"Efficiency in-store has been improved, with a dynamic style which we believe blends the best of Arsenal and PUMA," said Simon Lilley, Arsenal's director of retail. "We are delighted with the outcome and look forward to welcoming fans through the doors."