Beach Stadium is a stadium and pavilion on the beach at Scheveningen, in The Hague. It can accommodate 2,000 visitors for a variety of exercise and sports activities.
Playing sports by the sea in the sand generates pure energy and gives people a feeling of freedom and happiness. Beach Stadium makes this a unique experience. Sports in the sand at Beach Stadium has the maximum effect: more calories burned and less strain on muscles and joints. This makes sports on the beach beneficial at all levels. It has a positive effect on people’s well-being.
In 2019, Beach Stadium appointed DAY as their Strategic Design Partner to help them define and realise their growth strategy and expansion plans. Together, we worked to achieve the following ambitions:
–To enhance Beach Stadium’s ‘well-being’ mission by building a new stadium. Beach Stadium wanted to become a large ‘well-being playground’ for a broad target group
-To build a sports community as the driving force to make the new stadium successful. The leisure athlete wants to be part of a community. Beach Stadium wants to build that bridge and connect like-minded people and create a sense of unity for the leisure athlete with the stadium as their own clubhouse by the sea. A place where these athletes can meet all year round.
We also achieved:
-To develop an international brand. Beach Stadium wanted to become a strong and distinctive beach sports brand with multiple locations. They wanted to be seen as the most unique and complete outdoor beach sports experience in Europe.
-To develop a year-round program: Beach Stadium had to be an attractive destination 365 days a year. It needed to focus on outdoor activities while also strongly encouraging the use of the accommodation in the autumn and winter months by developing year-round sports programs for target groups such as the B2B market, seniors and schools.
-To develop a broad target group: Beach Stadium wanted to focus on a variety of target groups, from professional athletes to amateurs, from participants and visitors to sports events, to young people, seniors and the business market.
-To build a new and iconic stadium at Scheveningen: The new Beach Stadium had to be a real addition to Scheveningen’s boulevard in terms of experience, architecture and supply. This would increase the visitor value of the boulevard and make the Beach Stadium attractive as a venue for large-scale events such as the Ocean Race, the Beach Volleyball World Cup, etc.
To make Beach Stadium’s ideas and plans more tangible during this ongoing project, we first focused on creating a new brand identity. We created a vision for space and experience for the new stadium, and defined the strategy in a more inspiring and visual way. This made it easier to attract and guide partners such as investors, boards, real estate developers, architects, city officials, and more.
To put Beach Stadium’s brand mission of being the playground of wellness into practice, we also created a beautiful visual identity and pay-off: ‘Let’s make moves’.
This message helps Beach Stadium invite people to move – movement for good physical and mental health. ‘Let’s make moves’ is also an inclusive message. It ensures that Beach Stadium welcomes all target groups and excludes no one. It is an accessible, positive and active message that contributes to the feeling of well-being.