Modern meets traditional in ‘FC Bayern World’



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FC Bayern World open Image: FC Bayern

The top-flight German professional football club FC Bayern Munich announced the opening of their new ‘FC Bayern World’ on December 9th. ‘FC Bayern World’ is a multi-story building complex that lodges a number of FC Bayern related amenities, including the new three-story Bayern flagship store, two restaurants (one Bavarian and one international), and 30 boutique hotel rooms.

FC Bayern Munich is a German professional football club based in Munich (Germany). Bayern Munich was founded in 1900 and has become Germany’s most famous and successful football club winning the Bundesliga title 30 times.

As the COVID-19 threat still looms large over Germany, there was no fanfare in the opening ceremony and was limited to a few board members and no guests. Bayern Munich CEO Karl-Heinz Rummenigge, President Herbert Hainer, and Executive Board Member Jörg Wacker, were present in the opening ceremony.

Hainer declared that “the whole of FC Bayern can be proud of the ‘FC Bayern World,’” where he stated that both the cosmopolitan and traditional values of the club find a unique balance. It might be a futuristic complex, but it sits right near the town hall square of Marienplatz. One cannot find a more traditional location in Munich than Marienplatz.

Rummenigge also observed that the complex was not just an amalgamation of past and present, but a keystone for the future of FC Bayern as well – “It’s also a sign that we are looking ahead in times of a pandemic and optimally positioning ourselves for the future. It’s a new eye-catcher for the club, which is a wonderful sight to behold.”
 

 

Wacker went into the finer details as regards the amenities that ‘FC Bayern World’ has to offer – “The ‘FC Bayern World’ is unique in the global footballing world and once again shows the pioneering role of FC Bayern Munich. It’s a brand environment that combines our history with the international appeal of our club. Together with our partners, we offer fans and all visitors an innovative shopping and brand experience in a class of its own. With the boutique hotel, our Bavarian restaurant and the international one, we show our connection to our home in Munich and Bavaria and at the same time our cosmopolitanism. The interaction of all the individual elements in the ‘FC Bayern World’ will set new standards in retail business. It’s a brand environment that combines our history with the international appeal of the club.”

Bayern Munich is the pride of Germany. There are a handful of fan shops scattered around the City of Munich, including one right in the middle of Karlsplatz and inside Munich Airport. Not only has that, but even the Mall of Berlin has its own FC Bayern Store. ‘FC Bayern World’ will further help in boosting the Bundesliga club’s image and attract international fans as well.

The ‘FC Bayern World’ has a total area of 3,500 m2, of which 1,000 alone covers the FC Bayern Flagship Store that extends over three of the seven floors. The Bavarian-style boutique hotel on the second to fourth floors has a total of 30 rooms in recognition of all the German championships the club has won.

The sheer size of ‘FC Bayern World’ is something which nobody can miss, being about the same size as the gigantic Megastore at the Allianz Arena at 1000 square meters. The new store is equipped with a number of features that the original Megastore does not enjoy – a cage for taking football shots at screens, a wall depicting the club’s history in a timeline, and a mannequin sculpted to bear an uncanny resemblance to Thomas Müller, German footballer who plays for Bayern Munich.

For brand presence in a top location, a specific search was made for a place where FC Bayern could make a visual impact. As with the construction of the Allianz Arena (home ground of ‘The Bavarians’), the club also wanted to make an architectural statement here. As such, they decided on the impressive sgraffito (a form of decoration made by scratching through a surface to reveal a lower layer of a contrasting color)-style façade, which is based on the historic buildings from 1872. Respectful treatment of the architecture and the harmonious integration into the old town was a key part of the project.

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