Turning a high-flying
legend into a majestic
experience brand…
Eintracht Frankfurt FC
Deutsche Bank Park
About
Eintracht Frankfurt e.V. is a historic German sports club, best known for its football team founded in 1899. The team has played at the Waldstadion (now Deutsche Bank Park) since 1925.
Challenge
The stadium no longer met modern expectations for a premium fan experience beyond the pitch. The club needed a new brand strategy and hospitality offering to engage its membership and elevate matchday appeal.
Solution
Drawing inspiration from Attila the Golden Eagle, the club’s iconic mascot symbolising strength, leadership, vision, and hope, the new strategy infused these values into every touchpoint. From naming to textures, materials, and colour palette, the end result was a cohesive, emotionally resonant stadium experience that reflects both club pride and the spirit of Frankfurt.
Disciplines
Brand and Experience Strategy / Narrative Origination / Name Origination / Brand Identity / Brand System / Signage / Wayfinding / Copywriting / Digital Design / Art Direction
Duration
12 Months
Adler DNA
The interior design established the project’s visual identity, with the eagle’s feathers serving as the core design DNA. Just as football is defined by rhythm, movement, and progression across the pitch, the design adopted a fluid language of flow and dynamism. As guests transitioned through the environment, the experience echoed the game itself, a sense of forward motion and rising intensity, with material palettes becoming increasingly refined and elevated to reflect each of the product tiers.
