The Challenge
FC Barcelona was building something unprecedented: a 1,280 m² Memorial inside Spotify Camp Nou, with 26,600 urn niches and 9,000 commemorative plaques, giving fans a permanent place to keep their connection to the club after they're gone.
It's a product unlike anything else the club sells — not a jersey, not a ticket, but a space for grief, memory, and belonging. The website selling it needed to carry that weight.
Instead, it had the opposite. The existing site ran on WordPress and was:
Slow — high bounce risk on a purchase decision that requires trust and patience
Visually outdated — didn't reflect the premium, licensed FC Barcelona brand
Buggy and hard to maintain — every update was a risk
Functionally flat — no way for a family to actually see what they were buying before committing to it
For a product this emotionally significant, a generic template experience wasn't just underwhelming — it undermined the trust families needed to make the decision at all.
What We Built
We designed and built a new site on Shopify, treating it less like an e-commerce store and more like a tribute space that happens to convert.
Emotional design, on-brand. Every screen uses FC Barcelona's official visual language — crest, colors, typography, imagery of Camp Nou — so the experience feels like an extension of the club, not a third-party checkout.
See-it-before-you-buy customization. Families can personalize a plaque with a name, message, and date, and preview exactly how it will look — engraving style, layout, finish — in real time, before ever adding it to cart.
Visual, real-time columbarium selection. Instead of picking a niche from a dropdown or a spec sheet, users navigate an interactive map of the Memorial itself to choose their loved one's actual location inside the stadium.
Motion that supports the story, not just the sale. Smooth transitions and animation throughout make the site feel premium and intentional at every step — reinforcing that this is a permanent, considered choice, not an impulse purchase.
Shopify as the growth engine underneath. Moving off WordPress onto Shopify gave the club native access to email marketing flows, a built-in support chatbot, multi-language support (critical for a global fanbase), and installment payment options — all without custom infrastructure to maintain.
The Transformation
From a liability to an asset. The site went from something the club had to work around to something that actively represents the brand at one of its most sensitive touchpoints.
From flat to interactive. Families no longer buy blind — they can visualize the exact plaque and exact location before purchasing, reducing hesitation and support inquiries.
From fragile to scalable. Built on Shopify, the club now runs marketing, support, and multi-market sales natively, without relying on custom WordPress maintenance.
The Takeaway
When the product you're selling is memory and legacy, the site has to feel worthy of both. We combined emotional storytelling with real interactivity and conversion-focused Shopify architecture to give FC Barcelona a Memorial experience as considered as the space itself.