About
As part of a one-week design sprint, my team and I developed a concept for AGF’s new flagship store in Aarhus. The goal was to create a meaningful in-store experience that would attract visitors, strengthen the connection to the club and encourage fans to return with friends and family.

We created a concept and prototype for an interactive installation inspired by locker rooms and museum exhibitions. The concept consisted of custom “player lockers” with built-in screens and handheld audio guides where visitors could watch short videos and listen to personal stories from both current and former AGF players. Inside the lockers, fans could explore memorabilia such as jerseys, boots and training equipment displayed behind plexiglass. The aim was to offer a closer look into the players’ world and highlight AGF’s history in a more engaging and memorable way, as well as highlight the current season’s player tees for sale in the store.

Throughout the Design Sprint we conducted mobile ethnography, store observations and user interviews with AGF fans. The research revealed that the existing store lacked a strong identity and that fans wanted experiences that went beyond merchandise. These insights shaped our solution and guided the development of our prototype, which I helped design and visualise through concept drawings.

The final concept was presented to AGF in a Pecha Kucha pitch along with a functional prototype and documentation of our process. The concept earned positive feedback for its ability to create value for fans and generate interest in the store.

How it is made
Concept drawings were made in Procreate for tablets and the lofi prototype was made in Figma.

I have used generative AI to create semi-realistic interpretations of the original concept illustration.

Attributions
We borrowed player images and videos for our prototype. We do not own the rights for these.