This work aims to analyze the concept of brand experience and the role of interior designers in the designing of physical spaces in football field. Sports clubs increasingly tend to diversify their earnings from results on the pitch, through an extension of the brand, regularly introducing new products and services to attract a specific kind of user, which in recent years has been changing their behaviours and needs: the supporter. Taking the richest European leagues as a reference, stadiums can represent an incubator of these services and generate important revenues. The Italian situation presents different criticalities, but at the same time an endless possibilities of development that allow Italian teams to compete with the most important clubs in the world, first in terms of brand image and value and consequently with trophies. The panorama of football themed attractions includes different services such as hotels, restaurants, bars, flagship stores and medical centers. Analyzing the most recent trends, the work aims to deepen an emerging sector, the eSports and virtual competition field. A physical destination that could represents the virtual official teams’s headquarter, able to host pro-gamers by offering them a professional gaming experience but also a space capable to attract amateur players or supporters creating an experience of the virtual realm of football club.
Questo lavoro mira ad analizzare il concetto di brand e spatial experience nella progettazione di spazi fisici per i club calcistici. Le società sportive tendono sempre più a diversificare i propri guadagni dai risultati in campo, attraverso un'estensione del brand, introducendo nuovi prodotti e servizi per attirare una specifica tipologia di utente, che negli ultimi anni ha modificato i propri comportamenti e le proprie esigenze: il tifoso. Prendendo come riferimento i campionati europei, gli stadi sono tra i luoghi principali che possono rappresentare un incubatore di questi servizi e generare importanti ricavi, ma ne emergono anche altri, come hotel, ristoranti, bar, flagship store e centri medici. Nonostante la situazione italiana presenti diverse criticità in tal senso, sono molte le possibilità di sviluppo che consentono alle squadre italiane di misurarsi con i club più importanti del mondo, prima per immagine e valore del brand e di conseguenza per trofei. Analizzando le tendenze più recenti, il lavoro mira ad approfondire un settore emergente, quello degli eSport e delle competizioni virtuali, attraverso la progettazione di una destinazione fisica che potrebbe integrarsi con e nei luoghi più rappresentativi delle squadre ufficiali, raggiungendo un nuovo bacino di utenza, i gamer, attraverso un contesto dove vivere un'esperienza di gioco professionale, ma capace allo stesso tempo di attrarre giocatori dilettanti, tifosi o semplici curiosi grazie ad una nuova modalità di interazione con il club di calcio.
Brand and spatial experience in football field. A new perspective
Maia, Francesco
2020/2021
Abstract
This work aims to analyze the concept of brand experience and the role of interior designers in the designing of physical spaces in football field. Sports clubs increasingly tend to diversify their earnings from results on the pitch, through an extension of the brand, regularly introducing new products and services to attract a specific kind of user, which in recent years has been changing their behaviours and needs: the supporter. Taking the richest European leagues as a reference, stadiums can represent an incubator of these services and generate important revenues. The Italian situation presents different criticalities, but at the same time an endless possibilities of development that allow Italian teams to compete with the most important clubs in the world, first in terms of brand image and value and consequently with trophies. The panorama of football themed attractions includes different services such as hotels, restaurants, bars, flagship stores and medical centers. Analyzing the most recent trends, the work aims to deepen an emerging sector, the eSports and virtual competition field. A physical destination that could represents the virtual official teams’s headquarter, able to host pro-gamers by offering them a professional gaming experience but also a space capable to attract amateur players or supporters creating an experience of the virtual realm of football club.File | Dimensione | Formato | |
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Brand and Spatial experience in Football field_A new perspective_Francesco Maia_943321.pdf
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https://hdl.handle.net/10589/184133