More stars at the 'blue cloth', the club at the top

Hans van Breukelen saving Veloso's penalty in 1988, Romário's hat trick against Steaua Bucharest, Ronaldo and Nilis' back heels, Gakpo's goal in the cup final against Ajax, and Tillman's liberating strike against Sparta in 2025: all highlights in the rich history of the reigning national champions. Studio Hans Kuijten is adding a new chapter to this. The creative studio, working with all stakeholders, achieved design perfection and created a complete look that exudes luxury, hospitality, beauty, and craftsmanship: the brand-new Executive Floor as a unique and impressive calling card.

Just before Christmas in 2024, Hans Kuijten's phone rang: whether the designer was up for a challenging project at PSV. The club wanted a new look for PSV's most exclusive business floor. A key condition was that the major project be completed by the start of the new football season. So, about seven months for the design and implementation. "It was extremely challenging, but you simply can't say no to a project like this. We got started right away, and together with all the participating parties and under the leadership of a fantastic construction team, we succeeded. It was indeed a top-level sport, but if you really want something together, you can succeed. Unity is strength, right?" the amiable designer refers to the title of PSV's club song. The fact that Jan des Bouvrie designed the previous design for the luxurious business space some seventeen years ago makes it even more appealing to Hans.

more special. “Jan was of course a great example and it is an honor to be in this

case to be his successor.” Almost the entire third floor of the long side on the city side was stripped and divided into three 'zones' by Hans and his team: Gastro Ronaldo,

Casa Romário – named after two club legends – and the Founders Club. Each space has its own distinct character, yet is clearly interconnected thanks to the sophisticated color palette and use of high-quality, natural materials. The beautifully lit arches designed by Hans, reminiscent of a players' tunnel, also bring unity to the overall look.

For Hans, naming a few eye-catchers is practically impossible. It's the magnificent overall appearance that speaks volumes, impresses, and captivates. "But we're absolutely thrilled with the copper handles on the stately door to the Founders Club. The classic logo on the doors to the stadium's most exclusive sponsor area. That's a truly fantastic achievement." "More stars on the 'blue cloth,' the club at the top." A phrase from the club's anthem, referring to the 'blue cloth,' to which a star is added after each championship. While the completion of the Executive Floor didn't win a championship, it certainly deserves to be celebrated as a major success. A design worthy of Champions League standards.

A CUSTOM-MADE COMPETITION EXPERIENCE

"We are thrilled with the final result. The Executive Floor exudes hospitality and, thanks to the three different concepts, has a warm and intimate feel. Hans and all the collaborating parties have succeeded in translating the designs presented to us into reality, creating a beautiful overall experience. The Executive Floor offers PSV the opportunity to meet the wide range of needs of our partners and sponsors," says Mick van Gool. PSV's Head of Business Marketing continues: "This floor is where our directors, partners, and sponsors come together. With multiple settings, ambiances, and culinary styles, there's a suitable matchday experience for every business visitor and every occasion."