Plaza Mahou is the first brewery-branded space in Spain that produces beer inside a sports stadium, designed by External Reference for Mahou San Miguel. Located in the Santiago Bernabéu, the project spans more than 1,000 m² between an interior restaurant and a covered terrace with direct views onto the Real Madrid pitch. The venue expects to host 400,000 visitors each year, becoming a new focal point within Madrid’s cultural and sporting life.
The design celebrates the essence of Madrid by connecting three worlds: football, Mahou beer, and the city itself, unified through the figure of the plaza. In Madrid, plazas represent conviviality, unity, and celebration, serving as open yet intimate spaces where people come together. Plaza Mahou translates this spirit into a contemporary environment at the heart of the stadium.
The visitor journey begins in an immersive tunnel animated with digital projections and views into the tank room, leading directly to the project’s core. A 28-metre-long bar dominates the central space, clad in hand-illustrated ceramics created in collaboration with Spanish artists Los Bravú. The same artists contributed a large mural for the terrace, reinforcing the connection between art, design, and urban culture.
Two main areas shape the experience: the 700 m² interior and the 450 m² terrace. Inside, guests can enjoy traditional Madrilenian cuisine paired with freshly brewed Mahou Cinco Estrellas, produced on-site at a capacity of 30,000 litres per year. The terrace opens onto the pitch, offering a casual and celebratory setting. Amber-toned round tables evoke the movement and glow of beer, contrasting with the exposed concrete pillars of the stadium.
Bespoke elements define the identity of the project. Furniture such as stools and display cabinets are inspired by industrial beer tanks and handcrafted from reclaimed kegs, reflecting a cradle-to-cradle approach aligned with circular economy principles. Lighting takes the form of amber glass tubular lamps that mimic the flow of beer while casting a warm atmosphere. Finishes throughout the space were custom-designed, including 3D-printed frames and engraved ceramics. Off-white tiles recall the texture of beer foam, while deep red surfaces emphasize Mahou’s signature color.
The program offers multiple layers of interaction. Visitors can experience the brewery, dine in the restaurant, participate in a tapster area that teaches how to pour the perfect beer, or relax in a VIP lounge. The lounge combines industrial aesthetics with comfort, featuring furniture made of cast aluminium and stainless steel.
Plaza Mahou embodies External Reference’s approach to experiential architecture. The project merges advanced technology with artisanal craftsmanship and artistic collaboration, reflecting Mahou’s values in every detail. Tradition and modernity coexist in a memorable space that reinterprets the plaza as a place of gathering, emotion, and community within one of the most iconic stadiums in the world.
