The stadium renovation and the megastore opening
On the occasion of the reopening of the Racing Club Strasbourg Alsace (RCSA) megastore at La Meinau Stadium, inaugurated in August 2025, a new era begins for the fans.
This new 600 m² space offers a truly dynamic and immersive visual and merchandising playground, reflecting the values of both the club and adidas.
The stadium renovation enhances the fan and shopper experience by implementing an ambitious visual merchandising and store layout strategy.
This reopening also marks an upgrade of the retail spaces dedicated to supporters.
An immersive scenography reflecting the club’s identity
First, the TechSell team collaborated with Adidas and the club to create an engaging customer journey. Then, each area of the store was optimized to showcase the products and immerse visitors. Additionally, pop-ups were integrated into the stands, ensuring continuity of the fan experience. Finally, by mastering visual codes and the club’s graphic identity, TechSell strengthened supporter engagement.
TechSell’s expertise at the service of a fan experience
Bringing this ambitious project to life required the meticulous work of TechSell’s visual merchandisers. They managed the merchandising, product zoning, communication displays, and pop-ups.
TechSell created an immersive, modern, and welcoming atmosphere that encourages both purchases and loyalty. On the pitch and in the stands, every detail was designed to maximize product visibility. The experience offered was impactful, supported by professional guidance and retail merchandising expertise.
