Stadion Am Rothenbaum - Rebranding of a tennis icon.
The historic tennis tournament Am Rothenbaum has been held in Hamburg since 1892 and has since been home to great tennis icons such as Cilly Aussem, Boris Becker, Steffi Graf, Rafael Nadal, and Roger Federer. In 2019, the go-ahead was given for extensive modernization measures worth around 10 million euros, starting with the mobile roof of the center court and ending with the WC units.
Together with the internal design team of ECE Projektmanagement, Bräutigam & Rotermund developed the graphic appearance of the historic stadium. A modern color code assigns the main entrances to the four cardinal directions and facilitates orientation at the center court. Striped graphics and typography inspired by the court boundaries form the core of the striking wayfinding system, which was transferred into a communication booklet to organize the extensive reconstruction. We also organized the tendering, sampling and supervised the reconstruction measures until the start of the Hamburg European Open tournament.
Signage from S to XL: Each cardinal direction has its own color code and simplifies finding your own seat.
Walk of Champions: a journey through time - with Hilde Krahwinkel, Björn Borg, Steffi Graf, Boris Becker, Serena Williams, and Roger Federer.
Icons support bilingual signage in the wayfinding through the tennis facility.
“I am thrilled with the result. The stadium has been completely renovated and with its now international, modern look, the Rothenbaum brand is being repositioned.”