More than a store

A celebration of the club and its place in culture

One of the UK’s oldest football clubs, Aston Villa, wanted a retail experience that reflected its storied heritage and top‑flight ambitions. To mark the first partnership between Aston Villa and adidas and celebrate the club’s 150th birthday, IMA created a 10 000 sq ft megastore at Villa Park stadium . The agency designed every detail—from ceiling lights and walls to floors—crafting a destination that draws fans back repeatedly . The vision was a space where supporters could celebrate their club, not just another stadium shop; it provides an environment to fall in love with Aston Villa all over again while cementing the new brand partnership with adidas .

Creating a simple, shoppable experience

IMA reinvented touchpoints such as the kit‑customisation area and reconfigured the entire consumer journey, blending spatial design, human experience (HX) and production to create a shoppable experience that flowed well on match days and non‑match days . Storytelling invigorated the space, expressing Villa’s spirit and connecting fans to the club’s heritage; this approach drove sales and repeat visits .

Capturing the essence of Villa

A monumental brick lion statue, inspired by Villa Park’s red‑brick façade, symbolises the club’s strength and honours its fans . Names of every club captain are etched into the bricks, and projection‑mapped content brings the sculpture to life . Stained‑glass motifs from Villa Park’s Holte End inform bespoke mosaics throughout the store .

A space to soak up club history

Drawing inspiration from the Oak Room—Britain’s first restaurant inside a football stadium—the retro area encourages visitors to immerse themselves in club history with a design that connects to Villa’s spirit . Fitting rooms clad in timber and gold with handmade chequered carpets evoke past changing rooms and serve as shareable moments . A hand‑tufted rug reproducing an early News and Record cover celebrates Villa’s tradition of producing match‑day programmes

A locally inspired customisation station

A factory‑themed print shop pays homage to Aston’s industrial heritage and the hard‑working ancestry of many Villans, allowing fans to customise their kit .