Rosenborg Shop - More Than Football

Rosenborg Shop sits at the heart of Lerkendal, one of the club's key physical arenas. The brand platform Nonspace developed in 2023 pointed to the shop as one of nine strategic priorities.

The process began with a workshop in September 2025, mapping building plans, customer flow, and the club's retail ambitions.

Rosenborg's brand platform sets concrete demands: an unstoppable team that always moves forward with quality, four pillars (for everyone, engage, inspire, move), a warm and direct tone, and a visual system built on the diamond's 19.17-degree angle.

The shop lacked an expression that felt like Rosenborg. The central questions: How do you show "for everyone" in a store built to appeal to devoted supporters? How do you build "move" into customer flow? How do you keep the promise of always forward in a space that stands still?

Practically, the shop had to handle both matchday pressure and function as a gathering place the rest of the week, two very different patterns of use on the same floor.

Nonspace started with strategy and five design principles: materials, light, modularity, graphics, and identity. The diamond, the core of Rosenborg's visual identity and a reference to 1917, became the physical centerpiece.

A lit podium on the floor at the center of the store divides the space into four facets. Each corner defines its own zone: kits, leisurewear, events, and service. The logo moved from symbol to system across the entire shop.

"For everyone" is solved through the zones themselves: lifestyle and leisure, kits and matchday gear with a dedicated hero wall for the home kit, and Rosenborg Playground, a flexible stage with artificial turf and a big screen for player launches, kit and product launches, signings, press conferences, and sponsor activations.

"Move" and "inspire" live in sensory layers: a sound installation where pipes from the ceiling carry supporter chants from Øvre Øst, and a history corner built as a mini-museum with old kits, trophies, and goalkeeper gloves. The fitting rooms carry the "Alltid Framover" typography and the diamond. Mirrors are placed strategically in diamond shapes, and a four-part signage system guides customers through the space.

A store is created twice. First it takes shape on the drawing board, then it gets built. But a finished store isn't necessarily a working store, only once it's in use do you see whether the design has turned into behavior, and the ideas into sales. After the reopening on 8 April 2026, average in-store sales per matchday visitor grew from NOK 14 in 2025 to NOK 24 in 2026, a 71 percent increase, on a smaller retail footprint than before.

"The new store layout and customer journey work well. The queue system has given better flow and a more efficient customer experience, especially on matchday. Even though the retail footprint is smaller than before, the store feels bigger, airier, and easier to navigate, with better product display and simpler wayfinding," says Petter Skrove, Store Manager at Rosenborg Shop.

Interior Architect: NOI AS
Architect: Selberg Arkitekter
Signage and decor producer: We Can Do It
Fit-out producer: Solid innredning