Transforming the Chicago White Sox team store began with a simple truth: the energy of the South Side starts with its fans. We set out to capture the personality, grit, and pride that define the White Sox community. The result is a retail environment that layers iconic moments from the team’s past with a fresh, contemporary visual language—creating a space that feels alive, authentic, and unmistakably Chicago. It’s not just a store; it’s a place where fans can connect with the legacy they love and the team they stand behind.