Following the BayArena’s inauguratation of its multimedia lounge "Heimspiel" (home match), its highly modern technology and architecture designed by facts and fiction, a new challenge awaited: the design and implementation of Leverkusen’s fan pub “Schwadbud“ (Cologne dialect for “talking shop”) established a pivotal point for Bayer 04’s new world of experience. The pub was intended to become a meeting place and contact point for the fans taking over from the former pub with the same name accommodated in the small Ulrich-Haberland stadium in the 80s.
Within a few months of planning work, the premises of a wine restaurant situated on the east side of the stadium were converted into a place for brand communication, club history, and fan culture. The exciting history of the first division club has been brought to life on 500 square metres with exhibits, media stations, and photographs.
The club supporters helped with the design of the pub before it even opened by making collector’s items like football shirts and old posters available. Many of them are now exhibited in an over-dimensional display shelf.
A smooth transition between the exhibition space and fan home has been achieved: the classic stadium stand serves as a showcase, the regulars’ table turns out to be a storyteller at second glance, and by taking a selfie the guests can immortalise themselves on an over-dimensional screen at the entrance.
The true fans feel particularly at home in the ‘living room’ surrounded by historic photographs never seen before in such multitude.
The Schwadbud is also great for away matches. Owing to numerous screens and a small fan shop, it invites all stay-at-home Bayer 04 fans to come and enjoy the public screening. The absolute must-be-there dates are the traditional regulars‘ table: during each home match numerous legendary Bayer 04 players drop by giving fans the chance to get to know their idols personally. A direct hit!