Project Description

Allianz Arena


Allianz Arena München Stadion GmbH, Munich


Creation of a concept for the new brand world in the Allianz Arena including the FC Bayern and TSV 1860 Megastores as well as retail areas for sponsors.


The FC Bayern and TSV 1860 fan sections form the two wings of the brand world, which indicates the duality between the competing teams.
In the case of both football fan shops, emotionalisation and identification with the respective team have a significant impact on the design of the store. The Allianz Arena shop and a cinema are located in the centre, as a starting point for tours through the stadium. In addition, a number of retail spaces were cleverly integrated for the sponsors, such as Audi, Allianz and Medion. The facade design of the brand world is organic, resembling the natural flow of a river: this way, the flow of customers, who move through intermittently en masse, especially during matches, is optimally served. In the fan shop areas, the facade depicts a time line, reminiscent of a museum.