The Santiago Bernabéu renovation project aimed to transform one of the most emblematic stadiums in the world into a global benchmark, blending futuristic architecture, digital technology, and immersive experiences. Within this vision, the challenge for TRISON Necsum was to digitise the new Real Madrid Official Megastore and selected interior areas, creating an environment that combined innovation, retail impact, and brand storytelling. The goal was to surprise and engage fans, generate memorable experiences that resonate both on-site and online, and reinforce the stadium’s status as a world leader in sports entertainment.

TRISON Necsum approached the project by combining creativity, technology, and storytelling to deliver high-impact experiences inside and outside the stadium. At the heart of the strategy was the creation of a spectacular 3D dragon, both in the Megastore and on the 360º stadium scoreboard, designed to amaze visitors and spark viral engagement on social media. The digitalisation of the store introduced new layers of interaction, such as a holographic vitrine projecting the club’s jersey in stunning detail, as well as bespoke areas tailored to different types of visitors. By seamlessly integrating immersive content with cutting-edge audiovisual technology, TRISON Necsum elevated the fan journey into an unforgettable retail and entertainment experience.