New Stadium Store is Two-Faced

AM I BLUE...OR GREEN? The dilemma of serving two resident teams in one venue at the new Meadowlands Stadium is solved in the team store with a series of quickly and easily switchable panels, movable displays and effective use of lighting.

Delaware North Cos. and Chute Gerdeman Retail have partnered to develop a state-of-the-art retail store at New Meadowlands Stadium, home of the New York Giants and New York Jets. The Flagship Store Powered by Reebok, which opened to the public in mid-August for preseason football games, uses a combination of modern architectural design and the newest innovations in technology and lighting to transform from Jets to Giants virtually overnight, giving fans of each team a customized shopping experience for their team's home games. The store can also be split 50/50 between the two teams on non-game days.

The transformation is made possible through the creative use of lighting, projected graphics, innovative hidden merchandise storage, flexible and mobile fixtures and a dynamic new wall display system that solves the major challenge of rapid merchandise changeover. Revolving perimeter display panels for jerseys, jackets and shirts can pivot to reveal either Giants or Jets merchandise.

A striking cap tower near the rear of the store, topped with a massive, gleaming replica of the iconic Vince Lombardi trophy, allows for logo merchandise to be interchanged simply by flipping hinged cover panels. Mobile fixtures allow merchandise to be positioned, stored and brought out again. Hidden storage areas at the more permanent fixtures allow store employees to quickly change-out stocked merchandise right at the fixture itself, eliminating much of the need for backroom storage areas and time-consuming labor.

Digital signage, prominent throughout the retail space and including a large LED video wall, is easily reprogrammed from one team to the other. Iconic imagery, including players in action and team logos, is projected on both the floors and walls at key locations.