Charlton Athletic
Store Design

Charlton Athletic is a place where one hundred thousand spectators once stood. The current 25 year old Stadium is built from purely functional elements. Concrete aged in colour since it was poured, painted a garish red, pops out from behind the small triangular shop that rests in front of its view. 

Commissioned by The Elite Group (Exclusive Licensee for Hummel in the UK), we wanted to build something that felt as sturdy as the parent stadium. So we turned, of course, to concrete. A unit to which this is applied, triples in its perceived weight and therefore strength, immediately. The graphics present the clubs impressive historical imagery and references using shard-like elements as if slashed by the Charlton dagger, creating a high energy, like the spirit of the game.

Designed at: ROAR Creativity