MADRID 2020, Spain
Club Atletico de Madrid
EXHIBITION SPACE DESIGN
EXHIBITION SPACE AREA
Overall concept | Museographic design and production | Design and production of interactive displays.
Territorio Atleti is a space unlike any traditional museum concept and promotes the idea of the sum of experiences. A red and white journey through 15 different areas that occupy almost 1400 m2 inside Wanda Metropolitano, Club Atlético de Madrid’s stadium. The huge variety in the set-up of the areas and the freedom of the visit are reminiscent of a small theme park. This concept is palpable from the first installation where the visit begins with the Rojiblanco Ritual (AR), a surprising urban space with interactive telephone booths, a container where visitors can have a virtual tattoo done and even an interactive karaoke where they can sing ¡Aúpa Atleti!
The magic continues with a magical mapping in the Fernando Torres room. The Pro Challenge, an innovative area that combines physical and interactive elements; a collection of more than 400 objects; and a multi-projector audio-visual production with screens that retract to reveal the trophy room are just some of the attractions. Mediapro Exhibitions has met the challenge of uniting the modern nature of the club whilst remaining true to its history. A museum to be seen but above all to be experienced.