Roger Hampel
Photo Credit: Bayer Leverkusen
On November 20, Bayer 04 Leverkusen will unveil its new 700-square-meter Fanzone located in the South Stand of BayArena. This Fanzone is designed to offer Werkself fans a unique, immersive experience that combines shopping, interactive features, and a remarkable view of the pitch. The launch highlights the club's commitment to fostering fan engagement and bringing supporters closer to the heart of the action, even outside match days.
Bringing the BayArena Closer to Fans
In an era where physical retail spaces face growing challenges, Bayer 04 saw an opportunity to innovate. Instead of a traditional merchandise shop, the club has opted for a multifaceted Fanzone experience, allowing fans to engage with the club on a deeper level. Dirk von den Bergen, Head of Bayer 04 Shops & Service Centre, explained, “We want to make our football and experience available to as many fans as possible. And that’s exactly what the new Fanzone is aimed at.”
This new space in the BayArena’s South Stand not only showcases Bayer 04 merchandise but also allows fans a panoramic 66-meter view of the pitch, creating a distinct atmosphere that combines retail with the excitement of the stadium.
Photo Credit: Bayer Leverkusen
A Thoughtful Design Approach with Authenticity at Its Core
The Fanzone was developed in collaboration with The Retail Academy, led by Silvia Talmon, Executive Creative Director. Talmon emphasized that the project was centered on Bayer 04’s identity and values, aiming to create a space that resonates with fans’ expectations. "We tried to understand this club and its self-image, to encapsulate the club philosophy and make our plans really applicable to Bayer 04," she noted.
Rather than just designing a retail space, The Retail Academy team immersed themselves in the fan experience, attending games and gathering insights directly from supporters. Talmon mentioned how this approach shaped their concept, capturing the authentic spirit of the club while delivering a modern, multifaceted experience.
Interactive and Immersive Features for Fans of All Ages Bayer Leverkusen Fanzone
The Fanzone will feature a mix of physical and digital elements, making it more than a traditional shop. Fans can expect a lounge area, interactive digital games, and exclusive access to the club’s trophies, celebrating Bayer 04’s legacy. The space also includes modernized checkouts, kit printing stations, and personalized services, all designed to enhance convenience and engagement.
The Fanzone is designed to serve as a social hub, offering fans a place to gather, explore club history, and experience matchday vibes even when games aren’t happening. With a view directly onto the BayArena pitch, fans will be able to feel the energy of the stadium firsthand.
Overcoming Unique Challenges in Construction
Building the Fanzone presented its own set of challenges, especially within the confines of a stadium with construction dating back to 1958. The project required careful coordination, as existing stadium structures had to be navigated without extensive documentation. Talmon noted that the project’s complexity and pace were demanding but ultimately rewarding, as it involved designing a space that meets the high standards of an international football club.
What Fans Can Expect on Opening Day
On November 20, fans visiting the Fanzone at 10:00 CET will be among the first to experience this new chapter at Bayer 04 Leverkusen. The Fanzone promises a combination of merchandise, personalized service, and unique interactive features in a setting that goes beyond typical retail spaces. Von den Bergen expressed his excitement, stating, “In addition to the store, the experience, and lounge area, you have an open view of the BayArena across 66 meters. We hope to see a lot of beaming faces.”
The Fanzone aims to provide fans with an all-encompassing experience that bridges the digital and physical, modern and traditional—a space that reflects the values and history of Bayer 04 Leverkusen while keeping the future in mind.
Based on source: Bayer Leverkusen | Fanzone opening – 'Unique in this form'
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