Juventus Creator Lab


Juventus Creator Lab is the laboratory where Juventus digital products are born - a new approach to creativity inspired by LA-style creator houses and gaming studios, and built to serve a global fanbase.

Juventus Creator Lab is built to bring more accessibility and intimacy across all Juventus, from the men and women first teams, to Next Gen, legends, esport teams, and even innovative animated kids series, Team Jay.


Stories for different fanbases

Juventus Creator Lab projects embrace stories for different fanbases - the whole bianconeri ecosystem, from the First Team, Juventus Women and Next Gen all the way to those champions that have made Juventus legendary or those, such as Team Jay, dedicated to the younger fanbase.


Content Creation for New Generations

We believe the power of the “beautiful game” goes beyond football, like true emotions do. Juventus Creator Lab is the place where passions connect and stories find their shape, building a vast and varied production portfolio made to engage football fans and more through different touchpoints. Original productions for OTTs and Youtube, snack content and creators features delivered to more than 170 million followers through Juventus social media.

The new Juventus Creator Lab space

Officially launched on May 8, 2024, and inspired by Los Angeles creator houses and gaming studios, the spaces represent Juventus' new approach to creativity and content.

The Juventus Creator Lab is a multifunctional space comprising of two levels in a building well in the core of the Juventus village in Turin. On the upper floor are the editing, production, and press offices, while the ground floor consists of several studios:

Game on! A space dedicated to ideation or a short break, equipped with a gaming console and snackbar. The decor, by Truly Design, echoes the characteristics of the evolving sport media landscape and makes for a instagramable wall moment.

Small Talk. A innovative new streaming studio, fitted with top-of-the-line streaming setup, gaming PC, gaming console, wall neons, and Juventus gaming gear.

The Drip. Where players, creators, guests can shift into uniform and get powdered up for the camera.

Silver Screen. Major backdrops and green screen for diversified shooting whether small or large at scale.

B-Roll. An LED wall for viewing, ideation room, and cozy space for interviews or short-format content.

The Frame. Photography area for professional stills and images of all kinds.

Wrap. Storage space for all the gear needed for daily shoots.