Madhouse Team Store

The United Center Joint Venture (UCJV) officially opened the Madhouse Team Store on June 20, 2017, located in the east addition to the United Center. Working with Chicago-based design firm 555 International, the UCJV created a state-of-the-art retail space that highlights each team with new branding that invokes the heritage and colors of both franchises. The 10,000-square-foot retail store, which sells both Bulls and Blackhawks gear, is open on both event and non-event days, further developing the United Center campus into a year-round destination for fans of both teams.

The interior of the team store provides a unique experience for fans to enjoy throughout the entire year. Fans visiting the store have the opportunity to make play-by-play calls from some of the most famous moments in Blackhawks' and Bulls' history via interactive touchscreens inside a technologically reinvigorated CTA car. The car also features an interactive photo booth that allows guests to insert themselves into iconic photos that can then be shared on their personal social media channels.

The Blackhawks Creative Team was responsible for the brand's inclusion via static and digital installations throughout the space. The Creative Team and UCJV group partnered with local creative agency, Leviathan, to create all of the digital content that can be seen on the store's touchscreens, projectors and displays.

CREDITS

Creative Director & Designer: John Sandberg

Director of Merchandising: Laura Clawson

Vice President, Marketing: Pete Hassen

Director, Production & Content Marketing: A.J. Dolan