Designwerk creates Champions League exhibition

Sports branding group Designwerk is creating an exhibition in Madrid to celebrate the Uefa Champions League competition.

The Museum of Champions will be part of Uefa’s week-long Champions Festival, which takes place from 15-22 May. The festival will lead up to the Champions League final in Madrid between Bayern Munich and Inter Milan on 22 May.

Uefa appointed Designwerk six months ago after the consultancy approached the association with its idea for the interactive museum.

Housed in Madrid’s Parque del Retiro, the exhibition will reveal a collection of memorabilia, illustrating the history of the European Cup and the Champions League since 1956.

One feature of the show will be sports lockers that visitors can open to reveal a photograph of a team captain lifting the trophy for every year of the Champions League.

‘We want it to be bold, dramatic and really make an impact on the fans, who should feel immersed in the exhibition,’ says Designwerk creative director Christian Cook. He adds, ‘We want to build a brand rather than simply a museum’.

The exhibition will be reassembled for Champions League finals, with changes, for the next two years, according to Cook.

Latest articles