Creative redevelopment of Europe's most popular sports attraction, rewarding aficionados and welcoming the unfamiliar through timeless emotions and smart use of new technologies.
To accompany the reconstruction of Bernabéu stadium, Real Madrid requested a new creative and commercial approach to the audience experience for visiting the stadium on non-match days, learning the history and discovering the hallowed spaces.
BWS conceived of a new creative approach to the stadium tour following the linear narrative concept of a match's own story arc - commencing in the manager's office, following the players through training, arriving to the stadium and making their way to the pitch.
To make a cutting-edge proposal the team engaged the Mill Experience to propose how new technologies could deliver the storytelling and partnered with EY to find a ticketing strategy that could secure profitability.
Personal Highlights
- Creating an emotional journey for both Real Madrid mega-fans and the football-oblivious
- Designing immersive spaces within practical areas like change-rooms and players' tunnels
- Ticketing Strategy & Economic Modelling with EY
Team
