The Football Museum of Sao Paolo is built under the bleachers of the Pacaembu Stadium and is primarily designed for children. This rebrand revolves around the question: "What really happens under the bleachers?" What constitutes the shared history that brings fans together?
The new museum, Bleachers, is based on the idea of fans stacking up their memories and curating their own exhibitions. A new space where fans can congregate, share and create an archive of emotions online or in situ based on memorabilia, songs, art and stories collected throughout the years.
Pattern with letters forming the word "bleachers", recreating the concept of stacking objects cherished by fans.
Logo of the Bleachers Football Museum. The museum, Bleachers is under the bleachers of the stadium, here represented by the letters F (football) and M (museum).
Entrance to a fan-made exhibition. The red ball moves upward and is shared/passed from one person to another.
Set of postcards highlighting objects found under the bleachers by fans.
Website designed for mobile use.