Cambridge United in-store design

Cambridge United Football Club is one of the retail environments I designed during my time at Hummel. From the exterior façade to the bespoke vinyl details applied to the changing room mirrors, every element was considered with precision and purpose. The ambition was to create a space that felt not only welcoming, but elevated, a destination worthy of the club’s loyal supporters.

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In pop-up retail, thoughtful detailing is essential to achieving the presence and permanence of a flagship store. For this project, refinement lay in the subtleties: cohesive branding, carefully positioned graphics, and an immersive atmosphere that extended throughout the customer journey.

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A key aspect of the brief was to ensure the space could organically promote itself. Custom mirror decals were installed throughout the store and fitting rooms, subtly encouraging visitors to capture and share their experience. The result was a retail environment that felt premium and enduring, while seamlessly generating authentic, community-driven exposure.