The Cellar: A Multi-Brand Retail Build for Fanatics HQ

Welcome to The Cellar. Sitting below Fanatics' global headquarters on Morton Street in Manhattan, this is an exclusive lounge built for the company's inner circle. It has a speakeasy, an entertainment center, and a full retail section that CEO Michael Rubin showed off on Instagram as a prime spot for game day. Our team got the call to engineer and build the retail portion, and we went all in.

The retail floor brings together three iconic brands, each with a zone we built from the ground up.

Zone by Zone

The Entry

The entry establishes the branding for the entire floor. We wrapped the structural columns in branded blue graphics for Lids and Mitchell & Ness. We also installed a backlit Fanatics display case with custom shelving and a ceiling-mounted LED ticker that cycles through league branding.

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Lids

We fabricated custom fixtures using reclaimed barnwood and branded millwork for the Lids zone. Every element was built for durability and brand presentation. This included integrated accent lighting in the display walls and embossed column wraps.

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Mitchell & Ness

We built out the Mitchell & Ness zone to feel like its own destination within the retail floor. The millwork here leans into warmth: open wooden display cabinets, a raised platform with hardwood flooring, and a vaulted wood ceiling with pendant lighting. Exposed brick and a custom neon sign round out the space, creating an atmosphere that reflects the brand's heritage roots.

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Topps

The Topps zone focuses on high-end presentation. We fabricated custom illuminated display cases to house graded cards and memorabilia behind glass. The area also features a branded product wall with integrated shelving and backlighting for the full Topps lineup.

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Your Project, Our Expertise

From custom millwork and reclaimed wood fixtures to branded column wraps and illuminated display cases, every detail was engineered and built to match the caliber of the brands it houses.

Have a retail buildout or branded space in mind? Let's talk about what we can design and build for you.