'We are at the top level' - Chris Heck's adidas pledge as North Stand promise made

Work has already begun on the refurbishment of the Aston Villa club shop
-Credit: (Image: Photo by Nathan Stirk/Getty Images)


Chris Heck says the North Stand car park will "come to life" next season as work at Villa Park continues over the off-season.

Aston Villa are completely refurbishing the club store, located at the back of the car park, after commissioning architecture and planning specialists F3 Architects to revamp what was a tired-looking building. F3 worked extensively on Tottenham's new stadium in north London and with Nike to deliver their flagship Spurs Shop.

Meanwhile, the current Academy building - located next to the club shop - is to be transformed into an impressive new fanzone offering that will be known as ‘The Warehouse at Villa Park’. It won't be open until next year, but will be used as a hospitality and an entertainment area for 3,000 fans.

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"As early as August we will see the North Stand car park come to life," Heck explained on VillaTV. "Even though the Warehouse won’t be ready for this season, we will have a great new superstore which is well under construction right now.

"Being able to bring adidas' three stripes to Aston Villa is not only a first, but it's also, 'we are at the top level'. That is so exciting for merchandise, for kits and for historic play in everything we do with retail.

"As regards to the car park with the fan zone, this will be a new area, built right behind the players' entrance and we are changing the whole make-up to allow the fans to see the players come off the bus before every single match.

"Not only will they be able to do it in better sightlines, they will also be able to see it on large screen TVs, they will have food and beverages too. It will be first class all the way.

"The store experience will be something never seen in the Midlands. We have seen it elsewhere in the world, but the dynamic nature of retail will come to life.

"It will be exciting for everybody and particularly with our new partnership with Adidas and their quality of kits and lifestyle apparel."

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