Technological innovation brought a fresh new look to the Chelsea Megastore, with rotating video totems and bespoke motion content transforming the space into a dynamic, premium brand experience amplified across Nike retail partners and the London Underground.

Nike’s Brand Design team tasked us with bringing the Chelsea Megastore to life through innovative use of technology and content. The store needed to remain flexible for large matchday crowds while using digital fixtures to deliver a premium, immersive experience that amplifies Chelsea’s heritage and global ambition.

Six towering video totems featuring Chelsea players welcome fans into the store, each designed to rotate 180 degrees to manage crowd flow on busy matchdays. To celebrate Nike and Chelsea FC’s new partnership and the launch of the Megastore, we produced striking custom video content tailored specifically for the new digital fixtures. Leveraging our expertise in motion and screen design, we created player-led content that maximised visual impact—ensuring each totem became both a functional element and a powerful brand statement.

The digital totem design and motion guidelines were also adapted for several Nike retail stores and the London tube advertising network to highlight the Chelsea FC store relaunch.