The new San Siro Store is an area spanning over one thousand square metres, located inside the First Blue Ring in the famous Milan football stadium also known as “La Scala of football”.

The store is divided into two areas selling the official merchandise of the city’s two teams, Inter Milan and A.C. Milan, who both play their home games at San Siro; both sections also offer fans a direct “pitch view”.

The space is dual purpose: during the week the store is equally divided between the two teams, while on match days it transforms completely. The digital set-up is dedicated to the home team and offers an exciting fan experience, thanks to a cutting edge lighting management system and a state-of-the-art multimedia technological platform for the audio/video effects.

There are three pre-programmed scenarios available: “No Match” for when there is no game in progress – the store is fully lit and separated into equally-sized red and blue coloured sections. “Match 1” for A.C. Milan games: the store is fully lit and on the left hand section reserved for Inter Milan the lights are set to red. Finally, “Match 2” is used for Inter Milan games, and the set-up switches, so that the store is fully illuminated and on the right hand side the lights are set to blue.

The development of this Building Management system has created a flexible, easily scalable solution with excellent performance.

The lighting is an integral part of this system. We created a special hexagonal structure in the entrance which resembles a football. The Linea Luce LED linear luminaires which make up these hexagons are fitted with RGB LEDs which, via a management system, change colour to complete the Inter Milan, A.C. Milan and neutral scenarios as required.

The lighting design also includes 22W Sombra recessed ceiling luminaires for general illumination. The luminaires use the DALI control system and are equipped with LEDs with a colour temperature of 3000K for luminous flux of 2650lm.

The two pitch views use 22W Yori track-mounted projectors with narrow beam widths and LEDs with a colour temperature of 3000K and 2650lm, in order to showcase the merchandise displayed on the side walls. These are also managed using the DALI system.