Bringing merchandise into the flow of the fan
During major tournaments, fan environments extend far beyond the stadium.
For State of Football and the KNVB, the UEFA Euro 2024 in Germany created an opportunity to bring merchandise into the flow of the fan, not as a fixed retail point, but as a mobile presence embedded in the moment.
Services
+ Concept Development
+ Fan Experience Design
+ Spatial & 3D Design
+ Graphic Design
+ Engineering & Realisation
+ Project Management
+ Merchandise Display Design
+ Roadshow Activation
Highlights
Project details
Context
During the European Championship, cities transform into fan environments.
Supporters gather in streets, squares and fan zones, where energy builds long before kickoff.
Merchandise plays a key role in these moments.
But traditional retail remains fixed, limiting reach and visibility in a constantly moving crowd.
The Move
Instead of waiting for fans, the solution moved with them.
A compact merchandise trailer was designed as a mobile fan touchpoint, combining visibility, sales and speed in one clear setup.
The unit could be deployed across locations, adapting to where fans gather, while maintaining a strong and recognisable Oranje identity.
The Result
Merchandise became part of the moment.
The trailer increased visibility across multiple fan zones, enabled fast and accessible sales, and created a flexible system that can be reused across tournaments.
A simple intervention,
that extended presence exactly where it mattered.
