AIK Shop
Where rawness meets passion and love
In a prime location at Friends Arena, Tengbom’s interior architects have created a shop and meeting place that is neither for the team nor for AIK as a club. It is for its supporters. At the AIK Shop, visitors will find a living room, museum and shop.
Heart and soul
Since it was built in 1937, Råsunda football stadium has been the heart and soul of AIK. When the stadium was demolished in 2013, the team found a new home at Friends Arena. In spring 2018, Tengbom was commissioned to create a new meeting place with a strong identity. A supporters’ shop, in a prime location within the arena building, just a stone’s throw from Mall of Scandinavia.

An emotional process

Working closely with your target audience involves navigating a great deal of emotion. Especially when that audience consists of committed and passionate football supporters who live for the colour combination of black and yellow. The pride surrounding the club and the team became the core of the project. A place where Råsunda’s long tradition is embedded “in the walls”, while also responding to the consumption patterns and needs of tomorrow.
Today’s consumers are highly informed and well prepared. If they are going to visit a physical shop, it needs to offer added value. That was the challenge we worked with, and it resulted in the heart of the shop.
A metaphor for love
We designed the 500-square-metre shop around the heart of AIK. It symbolises the supporters’ passion and devotion. At the same time, it takes physical form as tiered seating. Here, in the supporters’ shared living room, visitors can watch old matches and explore nostalgic objects. They can also watch as staff print personalised match shirts. Together, these elements create a sense of belonging and community.

An open flow through the AIK Shop
To enable a fast and seamless sales flow while allowing staff to interact with supporters, we also positioned the checkout counters in the centre. The result is a shop that always feels lively, welcoming and like home – even on non-match days.
A feel for materials
The material palette in the AIK Shop reflects a sense of rawness, authenticity and urban character. Raw materials with an equally raw expression, you might say. Unsurprisingly, black and yellow dominate the colour palette, with touches of gold adding contrast. Yellow-tinted glass, wood-fibre flooring and concrete contribute to a sporty, urban atmosphere.











