How do you attract local people to a football stadium who aren’t soccer fans? Seems like a city’s history is the key - Markus Schwitzke and his design team completely transformed not one, but two soccer stadiums in German to pay homage to their heritage. Both stadiums are located in cities with a rich industrial culture - Schwitzke and his team customized each venue to reflect each unique tradition. The walls of the Leverkusen stadium are painted with pictures of the clubs most famous players from the past – the entrances of the locker rooms in the Essen Schalke stadium are hung with traditional miner garb to symbolize their hard working past. Schwitzke: “Use visual language that will be attractive for younger generations and also use a graphic elements representing heritage that is relevant to locals. To doing it you will get much more than you expect. Markus Schwitzke, Managing partner – Schwitzke Graphics GmbH.