Creating an authentic visitor journey to drive retail sales

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Located within the Venetian Macau shopping mall, the client team wanted to create a highly interactive 900 square meters visitor experience that would set a new benchmark for integrated sports and retail experiences.

The challenge was to infuse the heritage of the club within the experience, whilst appealing to Asian fans that might never have seen the team play. Commercially, the experience was required to help drive retail sales, drawing visitors upstairs and returning them full of passion and ready to shop.
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Our project philosophy was to create a visitor experience second only to that of visiting the clubs spiritual home, Old Trafford.
The visitors’ journey was carefully choreographed to provide them with an authentic experience that included a connection to the history of the great club, a chance to show off their skills in the training area and a behind the scenes tour of the dressing room.

There is also a chance encounter with a holographic representation of the manager, a Premier League or Champions League trophy photo-opportunity, a pre-match media and crowd build up, the chance to line up in the stadium tunnel with the team before the match and an immersive, 360 degree and multi-sensory match experience.

The project was developed in collaboration with the Venetian client team, Nike Retail and Manchester United, with help from Hypsos Leisure Asia, HEAD Architecture, award-winning film director Daryl Goodrich, and media production company Kiss the Frog.

"The Experience really captures the spirit and the atmosphere of this great club." - Bryan Robson, former Manchester United captain