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Fit for a King (Power): Leicester City FC LED-ing the way with ‘state of the art’ club shop

Fans and shoppers at Premier League club's King Power Stadium met with 'stunning club visuals' from the moment they enter new revamped store

Leicester City FC has unveiled its new ‘state-of-the-art’ club shop to fans at the King Power Stadium, featuring high-tech and immersive retail solutions to coincide with the launch of the 2018/19 Adidas sponsored football kit.

Retail display agency, Kesslers, appointed by Newman Scott, who engineered and developed the design intent, commissioned AV and IT integration experts, Pioneer Group, to design the technology specification, supply, install and commission the digital displays. To ensure the project was completed from concept to installation in just five weeks.

LED is at the heart of the new shopping experience at Leicester City, with Pioneer LED displays across the sales floor. Fans are now provided with stunning club visuals from the moment they enter the store via a 5.1m x 2.9m 4mm pixel pitch curved videowall.

Further LED screens include a 3.5m x 2.9m 2.6mm pixel pitch LED display located in the kit area of the store and four individual 1m x 2m LED displays embedded between shop fittings, which promote the Fox and Crop clothing line. Working with the architecture of the building, Pioneer also engineered four-sided LED displays to be fitted around column infrastructures. These were then encased in metal cages to complement the industrial finish of the interior. All of the LED displays are driven via a Colourlight control system.

Daniel Astarita, sales and marketing director at Kesslers, explains: “This store is an example of a future retail experience, with high impact digital displays at the heart of the space design. In order to meet the very tight turnaround time, we split the project into three packages and allocated specialist designers to each – having Pioneer Group’s daily presence on site to install the AV system put confidence in the team to ensure the project was completed on time and with a high end finish.”

Behind the checkout tills, 12 Samsung UD46E displays create a 2 x 6 video wall, with content distributed via a Datapath FX4/H. 

The Clubs’ website and online presence is brought in-store via a 65” 65BL3051T touch screen display from Phillips, allowing customers to immediately check for members news and listen to updates via Sennheiser HD200PRO headphones.

Continuing the customer experience throughout, 21.5” Acer displays are located on 14 gondola fittings and mounted back-to-back. The 28 displays deliver full HD resolution showcasing superb image quality at eye level, dedicated to in store and product related promotions.

Mark Childerhouse, Director, Pioneer Group comments; “Leicester City has fully invested in the use of its display technology to give its fans the very best experience in-store and enhance the products it sells; making it more than just a club shop. 

“Working directly with Kesslers, has ensured we were able to deliver exactly what Leicester City required and complete the install in a short window before the new kit release. 

“This is also a great creative example of how LED can be used, with this installation featuring standard, curved and pillared formations, all in one space. These required intricate engineering to ensure the mitred corners were flush and appeared seamless. Cages were added to create dramatic effect to a space.”