Short Profile
Overall Planning, Creative & Conceptual Leadership, Long-Term Operations
Strategic Role
Senior Advisor | Experience & Technology Strategy
Period
12 Month
Responsibility
Strategic conception, planning, and delivery of a permanent, multi-station fan experience installation embedded into one of Europe’s largest football stadiums. The objective was to transform the traditional stadium tour into a year-round experiential platform, combining emotional fan engagement, structured data generation, and integrated partner presence—while ensuring long-term operability, scalability, and operational robustness beyond match days. Overall responsibility & team lead for conceptual design, planning, and management of the permanent installation across creative, technical, and operational dimensions.
Overall planning and orchestration of an 11-station permanent fan experience across the stadium
Creative and conceptual leadership for the experience narrative, interaction design, and visitor journey
Development of the fan engagement architecture, including RFID-based identification and CRM integration
Definition and implementation of a scalable operating model for continuous, non-matchday operation
Governance and coordination of cross-functional teams spanning technology, content, design, and operations
Strategic integration of partner and sponsor touchpoints into the experience journey (incl. Sky, 1&1, adesso, Topps)
Definition of data and interaction logic enabling personalized communication and marketing use cases
Video Documentation via YouTube Link (click)
Value Contribution
94% visitor recommendation rate
Recipient of the BrandEx Award 2024
Establishment of a permanent fan engagement platform beyond match-day operations
Sustainable integration of sponsors through experience-led formats, not traditional advertising
Data-driven foundation for CRM, personalization, and long-term fan relationship management
Design of a coherent, narrative-driven visitor journey across multiple permanent stations
Balancing creative ambition with stadium-grade operational constraints
Structuring the installation as a long-term experience platform, not a one-off attraction
Ensuring maintainability, staff operability, and experience consistency at scale
Project Description
The BVB Experience is a permanent, interactive fan journey integrated into the Signal Iduna Park. The installation expands the classic stadium tour through 11 technology-enabled experience stations, guiding visitors through a curated narrative—from digital check-in and interactive challenges to a personalized team photo. Each station combines emotional fan interaction, structured data capture, and contextual partner integration. The experience was conceived as a scalable operating model, enabling Borussia Dortmund to activate fans year-round and create new forms of partner integration beyond conventional advertising spaces—while maintaining operational stability in a high-traffic stadium environment.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.
Borussia Dortmund | Experience - Permanent Stadium Installation
Responsibility
Strategic conception, planning, and delivery of a permanent, multi-station fan experience installation embedded into one of Europe’s largest football stadiums. The objective was to transform the traditional stadium tour into a year-round experiential platform, combining emotional fan engagement, structured data generation, and integrated partner presence—while ensuring long-term operability, scalability, and operational robustness beyond match days. Overall responsibility & team lead for conceptual design, planning, and management of the permanent installation across creative, technical, and operational dimensions.
Overall planning and orchestration of an 11-station permanent fan experience across the stadium
Creative and conceptual leadership for the experience narrative, interaction design, and visitor journey
Development of the fan engagement architecture, including RFID-based identification and CRM integration
Definition and implementation of a scalable operating model for continuous, non-matchday operation
Governance and coordination of cross-functional teams spanning technology, content, design, and operations
Strategic integration of partner and sponsor touchpoints into the experience journey (incl. Sky, 1&1, adesso, Topps)
Definition of data and interaction logic enabling personalized communication and marketing use cases
Video Documentation via YouTube Link (click)
Value Contribution
94% visitor recommendation rate
Recipient of the BrandEx Award 2024
Establishment of a permanent fan engagement platform beyond match-day operations
Sustainable integration of sponsors through experience-led formats, not traditional advertising
Data-driven foundation for CRM, personalization, and long-term fan relationship management
Design of a coherent, narrative-driven visitor journey across multiple permanent stations
Balancing creative ambition with stadium-grade operational constraints
Structuring the installation as a long-term experience platform, not a one-off attraction
Ensuring maintainability, staff operability, and experience consistency at scale
Project Description
The BVB Experience is a permanent, interactive fan journey integrated into the Signal Iduna Park. The installation expands the classic stadium tour through 11 technology-enabled experience stations, guiding visitors through a curated narrative—from digital check-in and interactive challenges to a personalized team photo. Each station combines emotional fan interaction, structured data capture, and contextual partner integration. The experience was conceived as a scalable operating model, enabling Borussia Dortmund to activate fans year-round and create new forms of partner integration beyond conventional advertising spaces—while maintaining operational stability in a high-traffic stadium environment.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.