Create Unique Moments
FC Bayern wanted to create something unique: a real football experience that fans couldn’t find anywhere else in Munich.
skills.lab Cube at FC Bayern World
A Unique Football Experience Inside a Flagship Store
At FC Bayern World in Munich, the skills.lab Cube turns retail into experience. Freely accessible inside the club’s flagship store, it invites fans to play, compete and test their skills, creating authentic football moments that build a unique connection between fans and the club.
Retail meets real football.
The Cube at the FC Bayern World
Opened in 2020, the skills.lab Cube at the FC Bayern World is part of the club’s flagship store in the heart of Munich. Located within a 3,500 m² retail and hospitality space, it offers visitors the chance to test, play and compete, turning shopping into an active football experience.
skills.lab Cube at FC Bayern World
The Beautiful Game As Part Of A Store Experience
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Entertain Your Customers
The Cube offers an interactive space on 16 square meters, that invites visitors to play, compete, and connect with the club through real football.
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Make Fans Stay Longer
It helps extend the time fans spend in the store, especially on weekends and matchdays, by turning visits into shared moments.
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Bring your brand to life
By combining authentic gameplay with brand visibility, the Cube adds energy and emotion to the retail environment.
How it Works
Fast, Fun & Seamless: The Kick-And-Play Mode
The Kick-and-Play Mode is one of three available modes in the skills.lab Cube and used in the FC Bayern World.
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1
Step in and get ready
Just step into the Cube and get ready for the action. No additional staff required.
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2
Choose a game
Choose from one of up to 6 different skill games like “Hit all targets” or “360 overview”.
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3
Pass the ball and start
Pass the ball to the displayed skill game you want to start and the fun begins.
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4
Score some points
Score as many points as possible in 60 seconds. After that, the next player can step in right away, fully automatic, without any staff support.
One Cube, Multiple Possibilities
Test Football Boots in Action
Players can try out new football boots directly inthe Cube. Different exercises make it easy tofeel if the fit is right and how the ball responds. It’s a quick and hands-on way to compare models and sizes.
One Cube, multiple opportunities
Create engagement through competitions
FC Bayern runs special activations with clublegends like Giovane Élber, using the Cube toattract new fans and reward members, including prizes like exclusive training sessions atthe FC Bayern Campus.
One Cube, multiple possibilities
Drive traffic and increase dwell time
Especially on matchdays and weekends, the Cube becomes a popular meeting point. With more time spent on site, visitors naturally engage longer with the club, its partners, and the full product offering.
„The group we see most often play is between 15 and 25 years old. When they start cheering each other on, the whole atmosphere shifts. It immediately grabs attention. Other fans stop to watch, and suddenly the Cube becomes the center of everything happening inside the store.
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Ansgar Lehmann
Assistant Store Manager, FC Bayern World
skills.lab Cube at FC Bayern World
Key usage data of the Cube at the FC Bayern World In 2024
72418
Skill games completed throughout the year
232
Skill games completed on average day of operation (Opening houres: Monday to Saturday 10 a.m. to 8 p.m.)
5.8
Hours of net usage time (60 seconds of playing time + 30 seconds of changeover time from one player to the next) on average every day of operation
1810
Hours of net usage time throughout the year