Multipurpose venues and sports facilities containing hospitality areas face the increasing need to enhance the user experience if they want to meet the current demands. A curated design turns key to shaping how fans, visitors, and stakeholders experience a space. Thoughtful design not only reflects an organization’s identity but also engages audiences, fosters loyalty, and elevates the overall user experience.

As these spaces evolve, owners and operators face the growing need to diversify and elevate experiences, blending innovation and culture to create sensory-rich environments that prioritize comfort and accessibility while fostering meaningful, memorable connections, captivating visitors, inspiring engagement, and strengthening ties with the community beyond the game.

From the Olympic House in Lausanne to cutting-edge stadiums and flagship stores in Madrid, our projects demonstrate how integrating hospitality-driven innovation, immersive storytelling, user-centric and experiential design rooted in the organisation’s identity can transform venues into multisensory environments redefining how the audience engages with the world of sports.

Today’s visitors crave dynamic, interactive installations that fully immerse them in the world of their favourite sports, and immersive storytelling plays a key role in meeting this expectation. At the heart of the International Olympic Committee (IOC) headquarters, we designed an immersive multimedia space that captures the essence of Olympism. Embedded within the curved walls of the Agora (a central area inspired by the Olympic rings) three massive OLED displays showcase dynamic content from the IOC’s extensive Olympic Multimedia Library.

Through historical imagery, real-time data, and artistic animations, visitors and staff accessing the venue explore the rich history and universal values of the Olympic Movement. The versatility of the content allows for diverse storytelling modes, from the emotional Unity Ribbon to narrative-driven showcases of the Olympics’ global impact. By a curated integration of a powerful narrative in the architecture, we crafted an inspiring welcome space that leaves a lasting impression.

As the IOC moved into Olympic House in Lausanne, the Agora was designed to welcome visitors while reflecting their mission, values, and global impact.

Hospitality venue design that prioritizes polyvalent spaces can significantly enrich the fan journey while optimizing utility. Through a smart design, these environments can be reconfigured to suit specific audiences, offering from intimate corporate event settings to expansive layouts for cultural and tourism experiences. Furthermore, the integration of physical and digital tools further elevates the user experience, creating truly immersive environments that enhance the brand values.

Modular, “air-droppable” elements like mobile devices or touch-sensitive interactive walls enable spaces to adapt easily to new technologies without significant structural changes. These lightweight, plug-and-play digital features allow stadiums to integrate extended reality (XR) solutions, virtual reality (VR), and augmented reality (AR) applications without major structural changes. The result is a flexible, cost-effective design capable of evolving alongside technological and functional innovation.

The VIP experience at Riyadh Air Metropolitano Stadium, combines immersive storytelling and interactive tech to create a smart, inclusive, and engaging fan space.

In partnership with Telefónica Tech, we reimagined the VIP spectator experience at Riyadh Air Metropolitano Stadium in Madrid, home of Atlético de Madrid Football Club. Our approach merges immersive storytelling, multisensory experiences, and cutting-edge interactive installations with the stadium’s architecture to engage a broad spectrum of fans; from traditional supporters to younger, tech-savvy audiences.

By blending state-of-the-art digital solutions with user-centric design, we enhanced every aspect of the game-day experience. Visitors are immersed in a smart, adaptable, and inclusive sports venue that represents the future of hospitality-driven stadium design. The result is a space that amplifies audience engagement, strengthens emotional immersion, and redefines the connection between fans and their favorite teams.

At Espacio Movistar, visitors and fans step into a fully immersive entertainment experience where they can watch live sports, participate in interactive gaming zones, create digital content, and meet their favorite celebrities in a dynamic, fan-focused environment. The grand atrium serves as the hub for live events, broadcasts, and special activations, while the interactive retail spaces and the innovative immersive cube showcase Telefónica’s technology, heritage, and forward-thinking innovations.

Designed for fans of all ages, every corner of Espacio Movistar is crafted to engage, inspire, and deliver unforgettable experiences, making it a must-visit destination for those seeking the best in digital entertainment, live sports, gaming, and immersive technology.

The new Telefonica flagship offers multiple experiences for fans to watch live sports, play in gaming zones, create content and meet celebrities.

A sports venue’s connection to its roots is one of the most powerful forms of audience engagement. Legacy teams are deeply embedded in the cultural fabric of their cities, serving as symbols of identity and pride that bring communities together.

The Plaza Mahou brewery at Santiago Bernabéu Stadium, the house of Real Madrid Football Club, blends tradition with innovation, creating a narrative-driven phygital experience for football fans and beer enthusiasts. Rooted in Spain’s tapeo culture, it fuses gastronomy with digital brand activations. Thanks to its adaptable design, the brewery becomes a dynamic social hub,an immersive dining experience seamlessly evolving with the stadium’s event calendar and providing multiple scenarios for engagement.

Inspired by the innovation of brewpubs, the strategic concept developed by Anson + Bonet and Studio Banana creates a space that celebrates Madrid’s bars, culture, and iconic local beer.