SCHWADBUD

WITH A NEW CONCEPT

CONCEPT, BRANDING & EXECUTION FOR BAYER 04 LEVERKUSEN

With its flexible event concept, this erstwhile team club house in the BayArena can now be booked for third-party events in addition to soccer events. The history of the Werkself is the lynchpin of this new experience: “Schwadbud” illustrates the history of the club and serves as a starting point for an adventurous tour that guides visitors through the entire BayArena. There is room for a bar, a restaurant, an auditorium and a fan shop on two floors and roughly 500 square meters.

Its industrial design with black steel, tribune elements and authentic exhibition pieces in a history shelf are reminiscent of the club’s tradition. Highlight for fans and visitors: Selfies can be posted on a large screen at the entrance. The new fan shop in Bergisch-Gladbach conclusively tells the brand’s story as well. You can experience the soul of the Bundesliga team up close and personal at the point of sale with laboratory tiles, steel rungs, and emotional graphics and fan slogans.