Individuality, productivity and extensive interaction with fans in the store, was central to the objectives when re-designing the Armoury. Along with a complete redesign, Arsenal have partnered with PUMA, making them the Official Kit Partner. The re-vamped Armoury incorporates an extensive personalisation area allowing fans to create their own bespoke items. The shirt printing area now offers items to be printed both easier and quicker. Three changing rooms each with their own theme; incorporating audio and graphic design as well as the scent of fresh grass. 27 digital screens in total have been added, allowing fans to watch live match streaming. The store also features a custom designed sound system allowing sound to be heard anywhere in the store, 10 additional tills were also installed offering visitors a faster service.