Fanatics collectibles

Quite literally a passion project

We were delighted to be tasked with the creation of a Fanatics destination right in the heart of London on Regent Street celebrating fandom, and its passionate fanatical community.

The Brief

Fanatics, having never done bricks and mortar store before, reached out to us to bring our retail and shopper marketing expertise to their world, to give the fans the opportunity to experience their hobbies and collections IRL, together.

A purposeful experience

The ambition, was’t about selling more cards or memorabilia, although good sales are always great, it was about investing in the community to drive connection and social engagement.

The purpose? To bring fans together.

Fans are free to meet and trade personal treasured collections with no expectation to purchase, this open door approach is unerpinned with space for sports screenings, celebrity signings and activation event events.

Stepping off Regent Street fans are greeted with a goldmine of collectibles. The experience centres around a service hub, drawing fans in for consultations and card grading.

Hot off the point of purchase ‘breaking’ (card opening) stations have been created with mats and phone holders, for immediate ‘opening’ streaming taking that moment out of Home and into a purpose-built destination and giving immediacy of experience to social content creators.

With prices ranging from entry-level multi packs through to individual ultra rare cards costing into the millions. We needed to support with a retail proposition that could handle that cost gradient, celebrating the first pack of card pocket money purchase all the way through to making the moment for those ultra high spenders and investors really special.

This was achieved through furniture materiality lighting service dialling each zone to suit the different levels of investment and engagement for fans.

Designed & Made.

Hand Finished

constructed with care

Quality control

Our scope was to design the whole experience technically engineering it manufacturing with the precision deserving of the very highest Collectibles and install, working in close collaboration with partners KDM, the main contractor.