Arsenal FC Store


Skylark have been a proud, trusted partner of Arsenal for a number of years. We were first engaged to support their development partner KPS in designing an entirely new experience for the Arsenal Direct online store in 2017, an adventure that put Skylark at the heart of Arsenal. Since then we have worked alongside KPS and the Arsenal Direct retail team maintaining the website, delivering updates year on year, kit launches, activations and more. In 2019 the site we designed received an award for its user experience in and best-in class delivery in the world of sport.


Digital Design, Digital Transformation, Website Design, eCommerce Partnership, App Design, UX Partnership


Website Re-skins for Kit Launch, Marketing Suite Design, Weekly Design Updates

eCommerce Design

In 2022, the retail team were ready to refresh and update the site,. After carrying out their due diligence and putting the project out to tender, we are proud to say they once again chose us to redesign the Arsenal Direct online store. With a chance to once again get under the skin of Arsenal with a much larger retail team that we hadn’t had much contact with before, we were excited to get into the process with them again. After months of workshops, developing user personas, user journeys, micro-interactions, basket experiences, whilst focusing on taking advantage of modern frameworks, we developed an entirely new design concept and system that KPS are currently building out.

Once Arsenal have delivered their big reveal, we will update our site with more information about the design system.

arsenal website arboards

New Season, New Kit

Each season, we work alongside the marketing team to re-skin the website showcasing the new kit. These are always hi-concept, integrating photo shoots with the team. The lead comes from the official sponsor and we integrate the design lead from them across all pages. We also create the sets of assets required for the personalised kit, which can be created and customised online.

arsenal website ipad and phone

Campaigns & Marketing Suite

We work alongside the Arsenal marketing team, using a suite of media. On a monthly basis, we support Arsenal with website updates, mailer templates, digital banner updates to support their campaigns. At Christmas, we re-skin the website with the approved Christmas look and feel across all pages.

Coming Soon

We are excited to announce that in June of 2023, and off of the back of the success of the new Arsenal Direct design system, Skylark have been contracted to work closely with Arsenal on a top secret new fan experience that will be launched in 2024.  Our team are proud to say that our design system is currently being rolled out across the main Arsenal Dotcom site, and the Arsenal fan app. For which we will provide a further update when it is live. 

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