The Retail Office transforms the TéFéCé store into a realm of emotions

At the Stadium of Toulouse, the official shop of the Toulouse Football Club, redesigned by the agency The Retail Office over more than 500 m², brings the club’s purple heart to life by turning shopping into an immersive experience where the interior design tells a story—the story of the club, the city, and its fervor.

“From the very beginning of the brief, Toulouse Football Club gave me carte blanche, with only one requirement: that the shop’s universe be entirely in the club’s colors. I wanted to create a showcase store where supporters experience something both immersive and playful, as if they were stepping onto the pitch,” explains Aurélie Tripier, the interior architect.

The layout is organized around a graphic floor pattern stylizing a football field diagonally, breaking perspective, energizing circulation, and inviting discovery, while the white lines extend onto the furniture and the purple hues recall the club’s identity. Every detail contributes to a coherent and dynamic staging, enhanced by a custom-printed Flotex floor covering, durable under heavy foot traffic and offering optimal print quality. Completed in just sixty-two days from brief to opening, the project required exemplary coordination between the club, the design teams, and the installers.

Designed as an extension of the stadium, the shop extends the spirit of the game: display areas open onto more intimate spaces, walls serve as narrative screens, and carefully calibrated lighting highlights products while shaping dynamic volumes, making this space simultaneously a shop, a showcase, and a stage for supporters.

More than a year after its opening, the gamble has paid off, with record attendance, doubled revenue, and a spatial identity that has become a signature—making this design project a strong embodiment of Toulouse passion.