Services
- Stadiums
- Retail
- Experience
- Identity
Collaborators
Contractor:
Legends
Architects:
F3 Architects
Custom Typeface:
Counter Foundry
The Santiago Bernabéu Stadium’s £1.76bn renovation marks a new era for sports venues, establishing it as one of the world’s most advanced entertainment destinations. Wrapped in reflective steel in futuristic forms, it symbolizes innovation and ambition.
We saw an opportunity to create a unique sports retail destination worthy of the world's most successful football club—one that gives fresh yet authentic meaning to Real Madrid’s long and cherished heritage, while leaning into its next chapter with purpose and optimism. This destination embodies the club, tells its stories, and engages Madridistas across all touchpoints of the customer journey, from the Arena, a flexible, digital-clad experiential space upon entry, through a series of destinations such as the Customisation Lab, to payment at the cash desks, always guided by our bespoke wayfinding system and impactful brand moments.
We delivered a premium, forward-thinking aesthetic using a minimalist yet innovative palette of stainless steel, concrete and polycarbonate. Inspired by the stadium’s exterior cladding, we created a dynamic, horizontally-slatted design language and bespoke typeface, to ensure visual synergy between the store and its surroundings.
