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United Center Joint Venture debuts Madhouse Team Store

The store at the United Center will feature Bulls and Blackhawks gear year-round and offer fans interactive experiences

by Madhouse Team Store /

CHICAGO - The United Center Joint Venture (UCJV) today officially opened the Madhouse Team Store, located in the east addition to the United Center. The 10,000-square-foot retail store will sell Bulls and Blackhawks gear, as well as an exclusive new line of Madhouse apparel that will be released in the fall. The store will be open on both event and non-event days, further developing the United Center campus into a year-round destination for fans of both teams.

The interior of the team store provides a unique experience for fans to enjoy throughout the entire year. Fans visiting the store will have the opportunity to make play-by-play calls from some of the most famous moments in Blackhawks' and Bulls' history via interactive touchscreens inside a technologically reinvigorated CTA car. The car also features an interactive photo booth that will allow guests to insert themselves into iconic photos that can then be shared on their personal social media channels.

Working with Chicago-based design experts 555 International, the UCJV created a state-of-the-art retail space that highlights each team with new branding that invokes the heritage and colors of both franchises. The store features Bulls, Blackhawks and Madhouse apparel for men, women and children, an entire wall of jerseys, autographed and game-used memorabilia from both teams for sale and a floor-to-ceiling display of hats. Local creative agency Leviathan created all of the digital content that can be seen on the store's touchscreens, projectors and displays, including a historical timeline of both teams' greatest moments. The United Center utilized Whitlock to integrate all the new technology and interactive elements, including a laser-projected digital canvas and the CTA car experiences.

The Madhouse Team Store marks the first of many new fan amenities coming to the United Center leading up to and during the 2017-18 season, including a Courtside VIP Club and updated banquet rooms. The United Center will add clubs on the main concourse, dining options, bars and more fan amenities in subsequent seasons.

The store, which will be accessible via the atrium and a secure entrance off of Madison Street, will host special events such as autograph signings and meet-and-greets for fans throughout the year, as well as have a DJ set-up in-store on select game days. Fans are encouraged to visit the store during non-game days and concert days, as it will be open to the public as follows:

Non-Event Hours: 10 a.m. to 6 p.m.
Event Day Hours: 10 a.m. to one hour post-event

As with the United Center's east addition that opened in March 2017, the United Center teamed up with HOK and McHugh Construction to manage the design and construction process of the Madhouse Team Store, and will partner with Rank + Rally, the retail subsidiary of Levy, to operate the new retail location.

For more details, fans can go to and follow the Madhouse Team Store on Facebook, Twitter and Instagram at MadhouseStoreUC.

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