FC Barcelona
A Nou Generation
project
Nou Spotify Camp Nou Experience Center
F.C. Barcelona
role
Creative Director
opportunity
A €4M experiential sales center marking a once-in-a-generation moment for F.C. Barcelona fans: the transition from their iconic stadium of 60+ years to the new Spotify Nou Camp Nou. Fast-paced, cross-cultural collaboration helped to hone in on personalized storytelling for each visitor to amplify brand pride and drive ticketing ROI.
outcome
The final experience seamlessly blended digital and physical elements to emotionally engage fans and delivered a 37% higher return than industry sales center standards—demonstrating the power of immersive storytelling to drive measurable business results.
Humble Beginnings:
A Gallery Worth Celebrating
This transformation of a well-loved, but tired Hall of Famers gallery began with a rigorous study of the historically protected architecture, and a mandate to challenge the status quo. As the museum flow was re-imagined, the Hall of Famers relocated to the largest gallery at the culmination of the museum journey—but that left the first gallery, and first impression, as a blank chapter to write.
A Personal Invitation
Amplify the high-emotions and excitement of what’s to come with a closing message—and invitation—from the President of the Socios.
Capturing Culture and Sport
Powerfully cinematic and beautifully choreographed, this tunnel of sights, sounds and lighting pulled guests into the emotion and wonder that defines the beautiful game in it’s earliest concept and final form.
The Future Pitch
The anticipation of match day is nearly palpable as guests explore views from their new potential suite.
Celebrate, Preserve, Inspire. Wow, Surprise & Delight
It’s rare occasion that a first idea leaps off the page into reality, but the right idea will be sticky—rising to the occasion and standing strong under pressure-testing. From the legends of old to the Super-Famers of today, the early concepts explored the juxtaposition of history and future, sport and art, to create an experience that’s fresh, relevant and sharable.
Technology With Purpose
Put the user in the driver’s seat as they begin to imagine their future experience, exploring different vantage points of the pitch and dramatic aerial views of Camp Nou in 3D.
A Sales Center is a journey—and a tool.
People make emotional decisions, then justify them with logic. Leaning into to human nature leads to deeper audience understanding and more empathetic design.
The Beauty and Momentum That Come From Failure
While the final outcome was a show-stopping experience where visitors can follow their tennis heroes in augmented reality, the early prototypes were far from polished. The ugly duckling mockups failed as often as they succeeded, yet each iteration helped pave the way towards the robust, seamless experience that became it’s final form.