When the WWE Money in the Bank Store arrived in Toronto from July 4th-7th, 2024, it wasn’t just another pop-up opening its doors.
This was an opportunity for the WWE to bring its unique fanbase to the high-energy excitement of a live wrestling event. Transforming an event space at The Rec Room in the Entertainment District in Toronto into an immersive, fan-oriented space made for a memorable experience with lots of repeatability.
Money in the Bank is a Premium Live Event by WWE (World Wrestling Entertainment), with the 2024 show being produced at the Scotiabank Arena in Toronto on July 6th, 2024.
The weekend of events included a Smackdown TV taping on the 5th and NXT Heatwave on July 7th.
WWE and Fanatics teamed up to create a space where fans could feel included in the passion of the brand while browsing exclusive event merchandise.
It’s clear that the team behind the experience understood that the target fan of the brand requires a free-to-enter, fan-centric space, while being given the opportunity to buy event-specific merch, guaranteeing lasting memories and generating social media promotion.
Designing a Fan-Centric Shopping Experience
Designing the store meant making sure it felt like a WWE-branded experience from every corner.
The store features championship belts, Superstar imagery, and items that brought the main-focus of the event, like the ladder, into the building of the space — instantly recognizable to any wrestling fan. The merchandise? It’s a treasure trove for fans, packed with exclusive items like replica championship titles, Superstar apparel, signed memorabilia, unique collectibles and items for all levels of fandom. The goal was to ensure that every fan, whether a long-time follower or a newbie, found something special to take home.
The level of detail and care that went into the design showed that the commitment to the in-store experience was authentic to what you would see at other premium live events or major concerts.
Overcoming Challenges in Execution
Bringing the WWE Money in the Bank Store to life in downtown Toronto was no small feat.
One of the main challenges was designing a space that was both engaging and functional, without feeling claustrophobic. The store had to handle a high number of visitors while still providing a unique, immersive experience.
The team focused on efficient store layout planning and included an interactive meet & greet space which was programmed throughout the weekend to keep fans entertained and gave a destination to those coming to the event. Close coordination with suppliers and floor-staff was crucial to ensure the store was stocked with exclusive merchandise.
Enhancing the Visitor Experience
From the moment a fan saw the official WWE logo above the store entrance, the excitement of being inside the arena became the goal. Dynamic design elements, exclusive merch, and interactive displays made the store attractive from all levels.
Was it the best? Unfortunately, the size of the venue worked against them. The WWE would have been better off to find a larger space with more opportunities to surprise and delight the in-person WWE universe, but having a separate destination pop-up store within walking distance of the event will always drive the fans to wish there was more.
The other thing to keep in mind for this store is that it was free to the public and available for 4 days and open for a total of 47 hours. Without a fan expo or a superstore-style ticketed event, which we saw with 2019 WWE Summerslam store at the Metro Toronto Convention Centre, the Rec Room store is a bonus for the fans who couldn’t get tickets for the live show.
Looking Ahead: Future Innovations and Expansions
The WWE Money in the Bank Store isn’t just a one-time wonder, and shouldn’t be looked at as a trial. This experience was a Fanatics retail partnership, which shows that future partnerships should be in the works.
The WWE have always been rumoured to be looking for a permanent Hall of Fame location, similar to the Hockey Hall of Fame in Toronto or the Baseball Hall of Fame in Cooperstown, NY. Bringing a touring experience is what the brand does well, but does that mean that the fans (collectively known as the WWE Universe) wouldn’t put a Hall of Fame into a destination vacation?
The other thing that should be discussed is that innovation in the WWE will continue to evolve, with the recent merger with UFC being finalized and the two powerhouses coming together with years of live event production knowledge under a single roof.
Could we see more? Would the fans support the next stage of development? Would a return to the WWE Niagara Falls or WWE Times Square be within reach? It’s something that only time can tell.
And that’s the bottom line…
