External Reference has redesigned Deportienda, the official retail store of RC Deportivo de La Coruña inside Abanca-Riazor Stadium in Spain, featuring a striking 3D-printed wave installation. Completed as part of the club’s 120th anniversary celebrations, the 250-square-meter flagship store goes beyond conventional retail by creating a space that reflects the identity of the club, its supporters, and the city’s Atlantic coastline. At the heart of the project is a sculptural wave produced through large-scale robotic 3D printing. At the same time, an integrated data analysis system helps the store continuously adapt to visitor movement and activity.
A 3D-Printed Wave Inspired by the Onda Branca
The concept is rooted in the Onda Branca, the collective name for RC Deportivo’s passionate supporters. External Reference draws a connection between the energy of the fans and the Atlantic waves that define the landscape of A Coruña, transforming this idea into the central architectural feature of the store.
Stretching across the interior, the flowing wave serves as both a sculptural installation and an organizing element, guiding visitors through the retail space. It shapes circulation, defines product zones, and creates a strong visual identity that links the football club to its coastal setting.
Developed by External Reference and fabricated by LaMáquina, the installation consists of 155 individually produced modules manufactured through large-format robotic 3D printing. Each component is made from recyclable PETG and finished in the club’s signature blue and white colors.
The production process highlights the scale of the installation:
- 155 individually printed modules
- 620 square meters of printed surface
- 2,885 hours of manufacturing
- 6,590 kilograms of recycled PETG polymer used
The project demonstrates how robotic 3D printing can produce large architectural elements while allowing complex geometries that would be difficult to achieve using conventional fabrication methods.
The wave also establishes a dialogue between construction technology, local identity, and sports culture, becoming the defining feature of the entire interior.
Flexible Retail Design with Sustainable Materials and Data-Driven Operations
The 250-square-meter store is organized around an open and flexible layout designed to accommodate both everyday shopping and the increased visitor numbers experienced during match days. Distinct product areas are connected by uninterrupted circulation routes, allowing visitors to move naturally through the space.
To support changing retail requirements throughout the football season, External Reference collaborated with HMY to develop modular display furniture that can be easily reconfigured for new product launches, club events, and seasonal activations. Alongside the recyclable PETG used for the 3D-printed installation, interior surfaces are finished with PureTech, a next-generation coating designed to improve indoor air quality by helping capture and transform airborne pollutants, including carbon dioxide (CO₂), nitrogen oxides (NOx), and volatile organic compounds (VOCs).
The store further incorporates a data analysis system developed by Noumena. Using computer vision technology, the platform anonymously studies visitor movement, circulation patterns, and areas of higher engagement. The collected information allows the club to better understand how the space is used and continuously optimize layouts and merchandising strategies. According to the project team, the system operates in compliance with European data protection regulations by processing visitor information anonymously.
Completed in 2026, the new Deportienda brings together digital fabrication, adaptable retail planning, sustainable materials, and data-informed management within a single project. It creates an environment where architecture reflects the club’s history, the identity of its supporters, and the character of A Coruña.
Deportienda Project Facts
Project: Deportienda
Location: Abanca-Riazor Stadium, A Coruña, Spain
Client: RC Deportivo de La Coruña
Architecture Studio: External Reference
Project Director: Dr. Carmelo Zappulla
Program: Flagship retail store
Area: 250 m²
Completion: 2026
Status: Built
3D Printing: LaMáquina
Furniture: HMY
Data Analysis System: Noumena
Main Materials: Recyclable PETG, PureTech sustainable coating
Photography: Marek Jarosz
