FC St. Pauli in Hamburg built a box at the ground to suit its non-conformist fans.
Designed at public relations and creative agencies Interpol+- and Nordpol, the Gegenpol (or “Counterpole”) is a box for the supporters of football team FC St. Pauli to sit and watch their matches. The club is known for its punk followers and with a small budget, they decided to make something distinctive and special for them. The Gegenpol consists of three container boxes on top of a steel scaffold and is situated between the north stand and the back straight in the old part of the stadium.
On the outside of the upper container, a terrace was installed with 26 seats, offering fans the best view of the pitch. Each seat has a beer barrell under it with a tap for pouring your own pint and a TV screen built into the back of the seat in front to watch replays of the goals. The interior of the containers is a homage to the club and the district, with a Spiegelsaal (Mirror hall) covered with newspaper clippings, posters and autographs. This alternative supporter’s box won a Silver Outdoor Lion at this year’s Cannes Lions International Festival of Creativity.