Celebrating the Bentegodi Stadium’s 60th anniversary, Hellas Verona and Joma, in partnership with Studio Fantastico, have unveiled a special edition shirt, which the club will wear in the match against Lazio.
Earlier this year, Hellas Verona revealed and played in a special edition shirt to celebrate the club’s 120th anniversary. Now, they’ve released another special edition shirt in celebration of the sixtieth anniversary of the construction of the Bentegodi Stadium, limited to just 787 numbered pieces (the exact number of Hellas players who played at Bentegodi in official competitions between 1963 and today – dare you to try and prove that number wrong!). It’s once again a very special kit, produced by technical sponsors Joma in partnership with art direction and branding expert agency, Studio Fantastico, and it comes loaded with features that nod to the history of the ground.
Ahead of the reveal of the limited edition shirt, we were able to speak with Studio Fantastico partner, Niccolò Vallenari, who was able to give great insight into the process behind the design.
Firstly, how did this opportunity come about for you?
This opportunity is the result of two factors: firstly, a relationship that has linked us professionally to Hellas Verona for more than four years. Secondly, our company (Studio Fantastico) has been working in the world of fashion and sport for years, with a number of cases linked to professional clubs and brands in the sector.
Tell us about your connection with football? Have you always loved football kits, or did this project introduce you to the world of jersey culture?
I should mention that this project was made by four hands: the members of our studio on the one hand, and the Hellas Verona team on the other. Studio Fantastico is made up of many people who love football, and working in the fashion industry, the appeal of shirts and their design is inescapable. We also have an important collection of historic and contemporary jerseys, which was a good basis for the research phase, and in recent years we have often been involved in the design of sports kits, which certainly helped us in the creation of the kit.
Where do you start with a design like this?
First and foremost, of course, we started with the brief from the club. The idea was very clear: to celebrate the 60th anniversary of the first match played at the Bentegodi and to tell the story of the stadium as an architectural structure and, of course, as the home of great achievements and the home of the Verona fans. Once these concepts were clear, we started the research phase in three directions: a first phase of scouting the stadium through inspections, which allowed us to get to know every little aspect of the architecture that would have been impossible to grasp as mere spectators. The second step was to research photographs, historical material and anecdotes about the place and the fans (being a big fan of the club, this was a great help to us). The final step was to analyse the kits most closely associated with the history of Hellas Verona and, in general, the most iconic designs.
The Bentegodi stadium is beautiful. Did you feel nervous about doing it justice?
To be honest, no, we know the Bentegodi very well, and I personally have been lucky enough to visit it many times. The club's marketing and communications team were very helpful in reconstructing all the major historical events that took place in the stadium. For our part, we tried to put a lot of effort into the initial research part, trying not to overlook any detail.
There’s so much detail incorporated in the design, from the shape of the crest down to the collar and cuff trim. Talk us through the design process.
The work started with defining the general concept and naming the project. The choice was 'IL BENTE60DI', which incorporates the number 60, referring to the age of the stadium, into the name of the stadium itself.
After the initial research phase, we developed three different designs that started from a common point and then evolved into very different creations. As far as the final kit is concerned, we started with an ad hoc design for the crest, in which the current logo with the two dogs is embellished with the outline of the stadium roof, within which the words 'IL BENTE60DI' and the dates of the celebrations are inserted. We then focused on the main element, the tone-on-tone pattern, which covers the entire front and back of the shirt. The graphics were created from a series of details of the stadium (the texture of the roof, the internal staircase and the seats) photographed during the inspections, which were then graphically manipulated to create a texture that was somewhat abstract, but in which the compositional elements could be clearly seen.
In terms of colour, the choice immediately fell on very dark tones such as grey and black, for two reasons: a reference to the colour of the materials used in the construction of the Bentegodi, and the desire to create a "suit" to celebrate this anniversary; a dark suit as worn on the most important and elegant occasions.
With the pattern and crest defined, we turned our attention to the more decorative elements: the yellow and blue details on the sleeves and collar are inspired by the 'blocks' painted by the fans in the Curva Sud and at the point of contact between the West and Upper sectors.
Next, a special holographic label was applied to the underside of the jersey with the project name and special numbering, and finally we continued the development with the design of the shorts and socks. To complete the 'package', both a long sleeve kit (which was essential for us) and a children's kit were then produced.
The sponsors have obviously graciously fallen in with the blackout base of the design. Was there ever a thought to going sponsorless?
We knew from day one that the sponsors had to be on the jersey and they were always considered an integral part of the design. It meant more complexity on a creative level, but that did not deter us. Kits without sponsors certainly have a greater impact, but the challenge was to create a kit that could work with the presence of all the sponsors. The sponsors accepted the club's request for a tone-on-tone design and immediately understood the importance of this concession.
What’s your favourite element of the kit design, and why?
Definitely the yellow and blue elements on the sleeves and collar, because they tell a special and unique story. This detail was chosen to celebrate the fans of Hellas Verona, as these segments are exactly the same as the hand-painted decorations of the fans inside the Bentegodi. We felt this was the best way to create a bridge between the stadium, understood as an architectural structure, and the passion and support that make this place unique.
What’s your best memory from the process, from ideation right up to holding the finished product in your hand?
There have been many important moments. I still remember the first sketches with our designer Marco Donatelli, when the ideas started to take shape and develop on the screen. I remember looking at the three proposals and really struggling to choose my favourite. Seeing the first sample was a very emotional moment: to touch the work of so many months and so many people is invaluable. Finally, after being involved in the launch campaign, it was fantastic to take photos and videos with two club legends, meet them in person, joke with them and be part of this project.
There’s just 787 numbered pieces (the exact number of Hellas players who played at Bentegodi in official competitions between 1963 and today). Where did that idea come from? It was a wonderful idea from the club. We have often wondered about the number of shirts to be produced and the Hellas Verona team came up with this wonderful idea that would make the product a limited edition, but at the same time have some history behind it, and thanks to the contribution of some people who are close to the club, they were able to come up with this special number: 787. Let's hope no young Primavera footballer makes his debut against Lazio, otherwise we'll have to update all the labels.
We assume you’ll be keeping one to yourself?
I personally collect club shirts, so this kit will definitely be added to my collection. However, I am still undecided whether to keep the short or long sleeve version. We will definitely keep one in our study archive, it is definitely a milestone for us.
How do you think you will feel when you see the players walk out in the kit against Lazio? I think I will be excited and I know it will be a common feeling for all the people involved in the project: the Serie A stage is something unique. To design a kit and see it worn on the pitch is to become part of a club's history, and I think that satisfaction is the reward for all the hard work that has gone into this project.
What does a dream debut for this kit look like to you?
With the previous kit we produced, Hellas Verona won a hard-fought game with a thunderous last-minute goal from midfield. That game, against Sassuolo, was the turning point in a championship that ended in a play-off victory, and it would be hard to imagine a better ending for this kit. What I hope is that the players give their all and that all the shirts come out sweaty, that would be the best thing. If we get the three points, then we will celebrate.
The shirts worn by the team in the game against Lazio will be collected and auctioned on Match Worn Shirt in support of ABEO Verona's projects.
