Proposal for a Football Tournament
in the Galleria Umberto I in Naples
Football being played at night in the Galleria Umberto I, 2019
Walter Bejnamin, Asja Lacis, Neapel (Napoli Porosa), 1924
The playing field is at the crossing axis of the Galleria, exactly aligned with the North-South (Cardo) and East-West (Decumanus) axis in the otherwise mostly curvilinear urban fabric of Naples.
Rules
This geometry offers dimensions for a game of 7 vs. 7. The playing field is outlined with simple black tape along the edges of the patterned pavement. 4 goals are set up. Each team attacks two goals and defends two goals along their axis.A net hanging from the roof structure, protects the facade and spectators, while creating an encapsulated atmosphere for the players on the field.
Project Background
Building and action interpenetrate in the courtyards, arcades, and stairways. In everything they preserve the potential [Spielraum] to become a theater [Schauplatz] of new, unforeseen constellations. The definitive, the characteristic is avoided. No situation appears as if it was intended forever; no form asserts its own «
just so, and not otherwise.» 1
As the kids playing football inside the Galleria Umberto I after the commerce finishes its daily business, urban space gets articulated anew. This unexpected scene in July 2019, is the cause for this proposal, an event in Neapolitan life – a football tournament in the Galleria Umberto I.
1 Walter Benjamin and Asja Lacis, Reflections (1986)
Branding Opportunities
Local Branding - Global Outreach
The tournament itself would offer an opportunity to showcase not only the sportswear but enhance and cultivate the brands identity. The strong visual attraction of the tournament venue would offer possibilities to generate high visibility, not only in place but especially as visual content on social networks.
From Physical To Digital
The target would be to create a memorable experience for all the participants and spectators, while leveraging online platforms and foster a digital presence surrounding the event. The tournament itself could be further used for a product launch or to unveil a capsule collection.
Brand Differentiation
The tournament itself would offer an opportunity to showcase not only the sportswear but enhance and cultivate the brands identity. The strong visual attraction of the tournament venue would offer possibilities to generate high visibility, not only in place but especially as visual content on social networks.
From Physical To Digital
The target would be to create a memorable experience for all the participants and spectators, while leveraging online platforms and foster a digital presence surrounding the event. The tournament itself could be further used for a product launch or to unveil a capsule collection.
Brand Differentiation
The event engages with the core of football; the game itself. Because even the beautiful game can seem blandly homogenuous to those who see the ever repeating formats. But a game set in an architecural marvel can brake the monotony and shift our gaze anew to see football in a brighter light.
Football field with temporary intervention consisting of a hanging net and field outlines in black tape, Galleria Umberto I, Napoli, Axonometric View
Hanging net protecting the facade and creating a dense atmosphere inside the playing field, Gallerio Umberto I in Napoli