studioexp_ were briefed by Fanatics to refresh the existing club shop at Elland Road, elevating the in-store Fan experience for Leeds United supporters ahead of the new season.

With the club newly promoted to the Premier League, the project needed to move at pace to ensure the store reopened in time for the new kit launch,  capitalising on the renewed energy and buzz surrounding the club.

Rather than a full redesign, the focus was on targeted interventions that would make a tangible impact. Studio EXP refreshed architectural finishes, introduced feature lighting, and re-worked key zones within the store to create clear focal moments. Particular attention was given to retro kits, reflecting growing fan appetite for heritage product, alongside improved presentation of pre-printed shirts to streamline the customer journey on match days.

The result is a sharper, more confident retail environment that balances operational needs with atmosphere, enhancing the match-day experience without losing the authenticity fans expect.