The strategic project of the new Villamarín.
110 años contemplan al Real Betis Balompié, más de un siglo en el que el club ha marcado la vida de millones de aficionados de la ciudad de Sevilla, de Andalucía y de muchos otros lugares de España. Una institución futbolística capaz de generar un ADN que se traspasa de padres a hijos.
And in much of that history Benito Villamarín has been the home of the the place where the victories have been celebrated, where they have wept disappointments, the home of «beticos» dreams.
How you can turn that historic stadium into the house of the «béticos» of the century XXI without losing an apex of all its historical and sentimental burden? That is the order Molcaworld in July 2016 from the new board verdiblanca: create the new image of Benito Villamarín through a project strategic and creative.
First goal: History analysis and the brand.
What molcaworld first comes up when he starts a project as ambitious as the «new» Benito Villamarín is to generate the strategic and creative project.
So do that is absolutely necessary for the creative team to breathe Beticism. It scheduled dozens of meetings with club departments to understand the history of the club, the behavior of the hobby, the profile of its supporters and match day experience. All of this was necessary to improve the experience of the fans on match day.
All that collected information had to be crossed with what the directive of the club for the 21st century Betis. A process of weeks to reach a consensed concept internally by the Molcaworld team and then approved by the club.
After the collection of all the information was carried out throughout the technical analysis of the Stadium.
Immediately it became clear that the stadium had enormous potential and needed a the unification of global branding criteria, prioritizing in a first phase the stadium with a focus on stands, advertising media and new VIP products.
– Creativity in a stand:professionals of Molcaworld felt that the stadium, though grandiose and with stunning bleachers, it was quite cold, with a lot of concrete. That had to be the first aspect of the intervention.
– Soportes Publicitarios: se estudiaron todos los tiros de cámara, los diferentes soportes publicitarios y la pirámide comercial de los partners del Club. Se realizó un análisis completo de alturas de los anillos comerciales buscando incrementar mucho en la visibilidad de los tiros de cámara. Se decidió que todo el primer anillo fuera comercial, mientras que el segundo anillo estaría dedicado a la afición, con frases que hablaran de la historia y del ADN del club.
– Nuevos productos VIP: Se buscaban nuevas experiencias de hospitality, adaptadas a las necesidades del siglo XXI y a la demanda de una generación empresarial más moderna.
«Facts only».
The Betis’ directive was intended to leave behind certain historical features.
«Just fact» was the motto that was born to try to give a new vision to the fans, an update of the «betic» soul that the new generations were claiming forcefully.
A new tone of green for Benito Villamarín.
The club had always been quite conservative with its green and white colors. But Molcaworld’s creative department advised of the need for partly modernize the range of colours used by the club.
The new staff was working on a serious project, and to visualize it was created a new darker, more elegant and formal green to complete the club’s traditional colours.
A first advance.
When the south stand began to melt down to carry out its expansion, the «betics» fans were able to contemplate the first draft of the creative concept that Molcaworld was already working for the stands.
Although more proposals were put forward, the club’s board was clear from the first moment that as the centerpiece of the «new» Villamarín would be the image of the player celebrating a moment of goal, in the traditional Betis shirt, of unbelievable grandiosity, placed in the stands as a way of saying that «all we are one.»
One of the greatest figures ever drawn in a bleachers.
Once it was already clear the concept and design, observable already in 3D renders conducted by Molcaworld’s design department, began the laborious «paint» the figure in an AutoCAD (a professional design program). It was about «stinging» one by one the more than 60,000 chairs of the stadium. The figure was to occupy three successive rings of bleachers and you could only «draw» with seats of 3 different colors: Betis green, white and the new dark green. Each seat bore its number and colour in a list with which the installation team should be guided to perform an image that was impossible to perceive from close.
Gradually the figure emerged in the stands. It was an exciting moment when that all the work done over months by the Molcaworld team, began to take shape. Any failure to conceal or install could distort the figure. But the job well done was rewarded and possibly the largest image ever drawn in a stands in Spain was perfect once the last seat that made up the player’s head was installed.
The new «betic» icon was ready.
A new concept of VIP lounges
MolcaWorld has proposed to the Club, a new STYLE of VIP area for the new south stand. The proposal was to generate a more informal product for a generation of entrepreneurs who they are looking for networking, but with a more relaxed atmosphere.
The 8 new south goal boxes are open spaces in lounge concept, breaking with everything there was, not only in the club, but throughout Spain. The rooms are interconnected, offering a lot of flexibility and even incorporating DJ’s to liven up the hours pre-match…
A new Villamarín for the «betics» that always suportted the team… and for their children.
The intervention in the Villamarín stand is now complete, and the «betics» have given its verdict: the number of members has grown by 20% in just a few months and Benito Villamarín is one of the stadiums that gathers the most fans in every league match, with an occupancy close to 100%. Months before they were finished, all the VIP boxes were already sold.
The Lifelong bethicals and new generations are tremendously proud of their «new» home. A place where the past and the future come to be joined. A stadium where the legend of Betis meets the 21st century.
In Molcaworld is still working on Phase II of the strategic project creative. Soon the ethical pride, will be even bigger.