The Union Berlin Zeughaus redefines in-store fan experiences

In the heart of Berlin, just steps from the bustle of Alexanderplatz, the new Union Berlin Zeughaus at ALEXA Mall is more than just a fan shop – it’s a living expression of what it means to be “Eisern Union”. For supporters of 1. FC Union Berlin, this space captures not only the industrial spirit of the borough Köpenick, where the club has its origins and the stadium is located, but also the newest advancements of digital in-store experience. At the core of this transformation? A seamlessly orchestrated digital solution run on Grassfish’s IXM platform.

Blending heritage with innovation

Union Berlin’s story is deeply rooted in resilience and community. From its early 20th-century origins to its post-reunification rise, the club has long stood as a symbol of passion, independence, and authenticity. With the launch of the Zeughaus, Union continues this legacy in a new form: a space that honors history while embracing digital evolution.

The role of digital in-store in the Zeughaus

Working alongside Umdasch The Store Makers, Grassfish played a central role in delivering the digital layer of this fan-centric experience. The goal was to make the Union identity not only visible but interactive and unforgettable.

Key digital touchpoints include:

• LED podium: Positioned at the store’s entrance, it greets visitors with dynamic content: match highlights, animated club graphics, and fan choreography bring the Alte Försterei spirit and the stadium atmosphere to the city center.
• Video rails across product zones: These displays enhance the storytelling behind merchandise, showcasing lifestyle visuals and product inspiration that deepen emotional connections.
• Digital flock station: The so-called “Trikotschmiede” is a standout feature that lets fans personalize their jerseys via a touchscreen that is previewing the custom design in real-time.
• Interactive merchandise configurator: From mugs to note pads and keychains, fans can create their own souvenirs, all powered through an intuitive digital interface.
• Photobooth experience: Styled after Berlin’s iconic photo boxes, this station offers fans the chance to capture their visit and share it directly with their friends on social media. 

Grassfish IXM platform in action

All these elements run on Grassfish’s IXM platform, providing a centralised, flexible CMS that enables real-time content management, seamless integration with store operations, and a consistent brand experience. From dynamic merchandising to localised personalisation, IXM One ensures every touchpoint feels both automated and authentic.

Redefining the fan retail experience

The new Zeughaus is a showcase of how digital in-store can do more than inform or sell. Digital in-store can immerse, involve, and inspire. With the help of Grassfish and Umdasch, Union Berlin has set a new standard for what modern sports retail can be: emotionally rich, technologically advanced, and unmistakably “Eisern Union”.

Ready to transform your retail space?

Discover how the Grassfish IXM platform can bring your brand story to life, just like at Union Berlin’s Zeughaus. Whether you’re reimagining fan engagement or looking to create a seamless in-store experience, our platform and experts are here to help.

Reach out to explore how Grassfish can help you orchestrate every touchpoint and redefine what’s possible in retail.

Stay ahead of the curve. Subscribe to our newsletter, follow Grassfish on LinkedIn, or talk to our team about how Grassfish IXM can transform your in-store strategy.