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DESIGNWORKS 2018
Retail – Winner
Tampa Bay Buccaneers / Team Store
Tampa, FL
Wagner Murray
Sarah Williams, Megan Bass, Mike Murray, Dave Wagner
Team owners had a vision of supplying fans with the largest selection of official merchandise, and increasing their opportunity for retail revenue. Our design team successfully executed this mission by converting 10,000 SF of the underutilized West Atrium at Raymond James Stadium into the Buccaneer’s first brick-and-mortar Team Store.
45-foot high ceilings presented many challenges with addressing lighting, signage, and security. In response, a 24-foot entrance portal and ceiling trellis were designed, providing the infrastructure needed to support these systems. Fans riding the adjacent escalator up to the West Club experience an immersive birds-eye view above the trellis and into the store. Cedar wall paneling with a burned Buccaneers flag, and red stretched fabric sails play into the team’s pirate persona in a refined way.
New glazing was installed at the second level next to the store, providing patrons in the Main Concourse with tempting views. This increased customer awareness, and consequently impacted retail sales, while also allowing more natural light into the dark concourse.
A prominent program requirement included a target-specific concept further refining the retail experience. Within the store, team owners wanted to create a “women’s boutique” that recognized their female supporters. Although women make up nearly half the NFL fan base, they are not historically catered to as much as male followers. By mixing up the finishes and fixtures in this boutique area, introducing a custom football light feature, and wall mural that celebrated female fans, we were able to create a destination targeting an unreached market.
(Sarah Williams)
Judges Comments:
“Great solution to a challenging design problem–the before and after photos say it all. The design team implemented several smart strategies to bring a humanscale to the shopping experience while simultaneously engaging those observing the store from above.”