The 23 stagings spread across the DFB-Campus bring the DFB brand to life in all its facets.
Translating the DFB's brand values – joy of playing, performance, responsibility and diversity – into memorable experiences.
Showing emotions, providing knowledge, celebrating fan culture – and showcasing the DFB brand with a variety of measures.
Concept, communication, graphic design, realisation
The DFB-Campus in Frankfurt am Main unites the sport and administration departments of the German Football Association (DFB) under one roof for the first time. The DFB presents itself as the host of German football on the campus. The 307-metre-long building complex with over 50,000 square metres of floor space is home to the DFB Academy as well as numerous administrative and conference rooms. Additionally, there are 33 flats for athletes, several training and seminar rooms as well as the Mythos Gallery, which is open to the public. The DFB-Campus is characterised by its four brand values: joy of playing, performance, responsibility and diversity. All 23 stagings on the campus are based on these four values.
"The particular and challenging aspect of this project was the creation of a territorial identity. With the multitude of measures, we made sure not to fall into uniformity, but to create surprising moments over and over again. One of my personal favourites is the 'multi-faceted wall' with its dimensions, colour scheme and variety of images."
Karim Sabano
Creative director
The brand value of the joy of playing can be experienced in a variety of ways throughout the DFB- Campus. Large media surfaces, graphic visualisations and colourful installations create a lively atmosphere.
In the central entrance area, the brand value is staged by media walls. The screens show various moments from matches and training sessions – from the national team to the bambini team.
In the 33 athlete rooms, 33 legendary, game-deciding goals are visualised in four different design typologies.
14 tea kitchens in the administration and academy with graphic analogies to the departments, three individually designed seminar rooms, the sports foyer with several chronographic wall graphics and the TechLab with its large-scale banners celebrate the brand value of performance.
A special highlight: the athletes' living rooms feature abstractly designed World Cup trophies made from 31,824 real aluminium screw studs.
The foyer picks up on the brand value of responsibility. Four mobile exhibits provide information about the DFB's ecological, social and future-orientated commitment. The Mythos Gallery also allows visitors to experience the DFB's responsible behaviour in the association's work – from popular to elite sport.
The DFB is committed to the diversity of society, languages, cultures and lifestyles. The stagings convey this attitude in a variety of ways. One highlight: the rainbow-coloured wall installation "Diversity". The "Diversity Wall" consists of 496 different images in six formats and eleven colour gradations.
The kitchenette in the Human Resources department also stands for diversity. It is made up of 134 table football figures, including 40 different types with are revolver mechanism.
