November 7 – Fresh off completing the first-ever unbeaten campaign in the Bundesliga, current champions of Germany, Bayer Leverkusen 04 are upping the stakes off the pitch for the Werkself faithful with a brand new Fanzone.
On November 20 Leverkusen will unveil its new 700-square-meter Fanzone located in the South Stand of BayArena. The facility will offer fans a unique, immersive experience that combines shopping, interactive features, and a remarkable view of the pitch.
For many years, clubs have opted for the traditional club shop as the only pre-match diversion, however Bayer 04 has looked at this model and come to the conclusion that physical stores are a relic and that there is an opportunity to innovate.
The club has designed a multifaceted Fanzone experience, which will allow supporters to engage with the club on a level never previously seen. 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 will still have Leverkusen merchandise but also a panoramic 66-meter view of the pitch. The design was a collaboration between the club, fans, and The Retail Academy, led by Silvia Talmon, Executive Creative Director.
“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.
The Retail Academy team went above and beyond your typical design process by immersing themselves in the fan experience, attending games and gathering insights directly from supporters. This approach shaped their concept, capturing the authentic spirit of the club while delivering a modern, multifaceted experience.
The Fanzone will also serve as a social hub offering fans a place to gather, explore club history, and experience matchday vibes even when games aren’t happening.
The stadium was constructed in 1958 creating multiple design challenges, however, Talmon noted that the project’s complexity and pace were demanding but ultimately rewarding.
When the Werkself fans arrive for the grand opening they can expect a combination of merchandise, personalised service, and unique interactive features. 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.”
With the team currently in 4th place in the Bundesliga and challenging in the UEFA Champions League, the Fanzone promises to be a busy spot to watch Xavi Alonso’s exciting team.
Contact the writer of this story, Nick Webster, at moc.l1734937536labto1734937536ofdlr1734937536owedi1734937536sni@o1734937536fni1734937536