Bernabeu Stadium

The digital stadium experience developed for Real Madrid at Santiago Bernabéu combines architecture, retail and audiovisual storytelling to engage fans and visitors.

The challenge

The renovation of the Santiago Bernabéu set out to transform one of the world’s most iconic stadiums into a global benchmark for digital architecture and immersive experiences. For TRISON Necsum, the challenge was to digitise the new Real Madrid Official Megastore and selected interior areas, combining technology, innovation and brand storytelling to engage fans, enhance the on-site and online experience, and reinforce the stadium’s role as a leader in sports entertainment.

The insight

TRISON Necsum addressed the project by combining creativity, audiovisual technology and storytelling to create high-impact experiences inside and outside the stadium. Central to the strategy was a spectacular 3D dragon featured in the Megastore and on the 360º stadium scoreboard, alongside interactive and immersive content that elevated fan engagement, encouraged social sharing and transformed the retail journey into a memorable digital experience.

Digital transformation of the Real Madrid Official Megastore with interactive zones, immersive content, and innovative retail experiences.

3D dragon projection and holographic vitrine showcasing Real Madrid jersey in immersive fan experience inside Santiago Bernabéu Stadium.

Key highlights of TRISON integration

TRISON Necsum delivered an immersive audiovisual ecosystem combining fan engagement, interactivity, and innovation:

Santiago Bernabéu store with 3D wow content and digital signage capturing attention of visitors

Viral 3D dragon

Projected on the stadium’s 360º halo and inside the Megastore, attracting thousands of visitors and millions of online views.

Holographic vitrine

Displaying the new Real Madrid jersey in a dynamic and interactive way, adding value to the shopping experience.

Immersive LED inside Santiago Bernabéu Stadium enhancing visitor experience with dynamic digital content.

Customised zones

Tailored experiences for families, tourists, collectors, and fans within the Megastore.

LED ceiling displaying 3D immersive content inside Santiago Bernabéu Stadium to enhance fan engagement.

Digital interiors

Immersive content for VIP areas and locker rooms, integrating holography and interactive elements reinforcing the club’s identity.

Architectural integration

TRISON ensured that all digital elements were seamlessly integrated with the stadium’s futuristic design, maintaining visual coherence and long-term innovation.

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Technology and innovation in sports venues

The new Real Madrid Megastore demonstrates how the combination of technology, design, and creativity can redefine fan engagement in sports. By merging tradition with digital innovation, TRISON Necsum has helped consolidate the Santiago Bernabéu as a benchmark in immersive experiences, retail excellence, and international brand positioning.

TRISON Necsum content creation and management inside Santiago Bernabéu Stadium, integrating immersive digital experiences and interactive displays.

AWARDS & RECOGNITIONS

This project has been recognised by industry leaders for its excellence in design, innovation, and execution.

GLOBAL RLI AWARDS 2024

MOST INNOVATIVE RETAIL & ENTERTAINMENT CONCEPT