BARBARA BERLUSCONI has spoken about Milan’s new HQ, the possibility of a new stadium and investments and more.

Milan have left the headquarters in via Turati after decades to move to a new, advanced structure in Aldo Rossi and yesterday the Casa Milan opened its doors with a presser held by Barbara Berlusconi, Jaap Kalma & Fabio Novembre.

The Italian architect Novembre (“I’m very proud of the structure of this new project”) worked on the new home of Milan and he has also been assigned to work on the project of Milan’s new stadium, on which Barbara spoke among other things.

Video: Milan’s new headquarters – Casa Milan

Milan’s team outlook for the 2014/2015 season

“First of all I’d like to thank Jaap Kalma (Milan’s Marketing Director) and Fabio Novembre for their contribution to this project. This is the fruit of two years of dreams for both myself and many other people. AC Milan is much more than a business and is in fact more like a family and we needed a bigger house,” Barbara Berlusconi told the press yesterday.

“It was sad to leave the club’s historical HQ in Via Turati, but Casa Milan is now much more than a club headquarters. It’s a courageous operation which will help our brand to grow and will become a key asset for the club. It’s a tough time economically but we all have a lot of belief in this club and this new headquarters will provide a new development model for us. The commitment of my family towards the club has never been lacking. This project is part of a wider commercial strategy which will increase club income and allow us to invest in new players. Our three year plan is to develop commercial opportunities through a structured marketing and merchandising operation especially in Asia and the Middle east.

“A new stadium of our own is a possibility that we’re looking at and one that would allow us to compete with more economically powerful clubs in Europe. What we’re trying to create with Casa Milan is union and participation through the club museum, the club store, (managed directly by the club for the first time) and the club restaurant. The location in Portello (Aldo Rossi) is a strategic one, close to the stadium, and we hope that we can increase Milan’s social commitments which have always been a priority for us. We hope that in the future, the fans will gather here to celebrate future victories.”

Before Barbara took questions from the media, marketing director Jaap Kalma spoke and discussed the features of Casa Milan, with focus on the museum that fans will be able to attend: “It’s a new structure looking ahead to the future of the club. The visitors will enter from the piazza to the new Museum called ‘Mondo Milan’, Milan World. We don’t just want to speak about the past but also the present and the future. It’s 1000 square meters with the history of the club told in many different ways through video, photos and the various themes of the various ages told interactively in an original manner.

“After that you get to the Trophy Room with all the victories of the club over years; Following this you get to the ‘Via dei Campioni’, a sort of hall of fame. The next sector of the tour leads to ‘Milan nel Mondo’. Or ‘Milan in the World’ showing the club on a more global scale. There will also be a contemporary museum dedicated to our Ballon d’Or winners.

“Technology is fundamental throughout the project. We’re already making apps for Smartphones. After the museum, you get to the Milan Store which is accessible directly from the piazza. Rather than simple shop, we wanted to create a Store Experience with exclusive and limited edition products unavailable anywhere else in the world. The restaurant will have space for 160 people open from 8 A.M to midnight. In the morning it’s a coffee shop and at lunchtime it turns onto the canteen for employees and a restaurant at night where matches can be seen. It’s not a themed restaurant; all the food will be based on what the players eat, so quality products and fresh ingredients,” added Kalma, who was brought by Barbara.

“Tickets will also be available for purchase and there’ll be a big screen out on the piazza showing images of the team and the Italian matches during this summer’s World Cup will also be shown there. Free Wi-Fi will be available and the piazza will be used for commercial events and initiatives as well.” Kalma used the operate as the marketing director for Ferrari.

Barbara later continued: “I hope Casa Milan becomes a reference point for the club. We left our hearts in Via Turati at the old headquarters, but it didn’t allow us to be in contact with our fans. We’re doing this for them. We had a trophy room which was also a meeting room. It wasn’t ideal. It was complicated for fans to pay a visit. I spoke with Galliani and we wanted to give fans more freedom. This new headquarters will allow us to undertake many new initiatives, not just commercial ones.

“The main square allows us to host numerous events. We want to give something special to the fans. One of our aims is to increase our presence in the Middle East through our partnerships with our sponsors. That isn’t enough and there are no limits. We have 140 million fans in the world and only 22 million fans in China. There is a whole world waiting for us. Commercially speaking, we need to develop Casa Milan. Next week we’re heading to the United Arab Emirates. Direct contact is fundamental as well as retail. We’re looking to export this model in other cities across the world.

“In the United States of America we’re looking into a different kind of project, that also focuses on health and well-being through the Milan Lab in addition to football. There is a lot of business potential. In the next few months we will update you all. We need to alternate our revenue streams. 60% of our income comes from TV money. We need to balance the books. One way is to invest in commerce. We believe in Casa Milan. There will be time to evaluate the merits of this initiative.

“I’ve been going to the stadium since I was a little girl. I grew up there. I’ve received a lot of advice from my father. He speaks to me about tactics, but after a certain point, he speaks with CEO Galliani about tactics, which seems right to me! We’re on the back of some good years. 3 years ago, we won the Scudetto. Sport goes in cycles. In the past 30 years, we’ve been excellent. It’s not a year that will have a bearing on investors’ decisions. Milan’s value can’t be reduced to just one season. I’m sure that investors want to continue working with Milan. I’m optimistic about the future of this club.

“Juventus overtaking us? The stadium and the fans were key. As with regards to our thoughts about the balance between investing and revenues, I think we’re at a stage in which we want to push commercially. Our revenue is competitive. Over 80% of it is then reserved for the sporting side of the club. An increase in the club’s revenue is fundamental though in order to compete with the biggest clubs. We need to grow quickly,” added the Milan CEO and daughter of club owner Silvio.

“A new stadium? The stadium is vital. To make a step forwards, the construction of our own stadium is a priority. It’s complicated though in Italy. However, we’re evaluating various options. The Expo Area in Milan has been spoken about, but there are others. In the design of our stadium, we want to take a different route. We also have to take into account the large investment, which means that commercial aspects are of vital importance. We’re also focusing on the site of the stadium.



“In terms of time-scale, we’re ready to start the works. We’ve got a good plan of the new stadium project under the guide of architect Fabio Novembre, but we’ve still got to take care of other issues which are out of our hands. A sale? There been reports about a sale of the club, but it’s not true. We believe in this team. We want to obtain the best results. A partnership would be considered. For the construction of a new stadium for example, a partnership would be of great help.

“Our next visits to Asia and United States are with this aim in mind. My relationship with CEO Galliani is extremely good and we’ve found a new common understanding and vision. As for the fans, their role has to be respected. Everybody wants to see their team win. These delicate moments need to be dealt with and we’re working with them. I’m hoping that we can make peace again through our results. In the past 2 years we’ve dealt with the losses in a significant manner.

“We’ve always invested a lot in the club and we’ll continue to do so. However, a single commercial initiative isn’t enough to resolve this. Various initiatives will give renewed energy to Milan and Fininvest,” concluded the Vice President of Milan.