Fans get plenty of immersive brand experiences at the Madhouse Team Store inside the United Center in Chicago, Ill. Global design, development and fabrication firm, 555 International, created the state-of-the-art, 10,000-sq.-ft. retail shop for the Chicago Bulls and Blackhawks. Making its debut in June, this year-round destination is open on event and non-event days.
“We are very excited to have the opportunity to bring a far-reaching retail design concept to the Madhouse Team Store,” says James Geier, president and founder of 555 International. “The space is inspired by the rich tradition of these two storied teams and helps celebrate that with their fans, infusing a blend of modernism with raw and refinement in the materials and in an atmosphere that really enhances customer engagement and experience.”
Strong branding evokes the heritage and colors of both franchises. Among the highlights is a digital hub fashioned out of a Chicago “L” CTA car that lets guests make play-by-play calls from some of the most famous moments in Blackhawks’ and Bulls’ history via interactive touchscreens. The car also allows fans to insert themselves into iconic photos of their favorite players and lets them share pictures on their personal social media channels via an interactive photo booth.
Other features include touchscreens, projectors, and displays to highlight key games, players, and team updates. More eye-catching details are a floor-to-ceiling display of hats. Depending on the game, rack displays rotate to reveal Bulls or Blackhawks gear. Among the merchandise is an exclusive line of apparel designed specifically for the new venture.