The biggest football club shop in Europe

The London club opened the store yesterday, and with 7000 square metres almost exclusively dedicated to their merchandising, it signifies another step to the club becoming a bigger European force.

As part of their new stadium complex the shop will also act as the starting point of the guided tours of the stadium that the club will offer and the entry to the museum.

According to 'palco23.com' a source specialising in the economics of football. The project as a whole will cost £850million before any additional costs that the delays to it's completion will add. 

An intuitive piece of design the stadium will feature the biggest single stand in Europe, a retracting pitch and technology including 36 curved LED screens. 

The shop will only accept card or mobile payments and could signal a change in strategy for Nike, displacing its European centre for football from Barcelona to London.