2nd December 2025
December 2 – It feels like every major club on the planet is reimagining what a stadium experience should look and feel like. Italian giants Juventus are leading the way with a revamped Gallery of Captains that goes far beyond ninety minutes on the pitch.
The club has reworked space inside the Allianz Stadium to celebrate its historic captains, but the update, while nodding to history, is about turning the venue into a year-round destination for supporters from around Turin and the world.
The gallery sits along the tunnel players follow before stepping onto the field, reminding all that history and tradition play a huge role in marketing the ‘Old Lady’ of Italian football.
The space uses lighting, design, and narrative displays to create something closer to an immersive exhibit for the public as part of its museum and stadium tour. That move reflects where the football industry is heading. Big clubs realise that supporters and casual fans want more than a seat and a scoreboard. They want stories, access, and a chance to feel the culture of a club in ways you can’t get from watching on TV.
Juventus understand that stadiums are becoming cultural destinations with museums, interactive zones, and curated spaces that bring the club’s identity to life. The match is still the main event, but it’s no longer the whole experience.