The construction of the new Club Brugge stadium next to the current Jan Breydel stadium will also involve a complete rehabilitation of the 21-hectare Olympia site. All of the current training grounds around the stadium will be removed and replaced with a park that will partially serve as a car park on game days.

The intention is for this stadium park (which will not be used for football purposes 95% of the time) to serve as an appropriate and functional use as a park where local residents, as well as nearby schools and organisations, can enjoy walking, cycling, and recreational activities during the week.

With this project, Club Brugge aims to:

  • Collect data from participation sessions with selected target groups in order to map each target group and their needs.
  • Use these data to further develop and optimise the offer, activities, and promotion of the park in order to ensure maximum visitation and usage rates by local residents.

Vital Cities prepared a research design around these considerations to map the needs and requirements of relevant target groups.

Club Brugge’s mobility plan encompasses a modal shift, encouraging supporters to visit the stadium by bicycle, on foot, or using the public transport or shuttle service more often.

In this context, Vital Cities was asked to map out the intended behavioural changes related to mobility choices, and to explore a specific approach for priority target groups with regard to communication, promotion, and incentivisation, among others.


Lore Cuypers

Lore Cuypers