Uniform creates the Carlsberg experience at Anfield
Carlsberg is embarking on one of its largest investments in the last decade at Anfield stadium, as it looks to capitalise on its 19-year relationship with Liverpool FC.
A new brand experience includes the transformation of the 200 m sq ‘Carlsberg lounge,’ designed to create a dynamic space that reinforces Carlsberg’s brand messages. Brand communications agency Uniform has been appointed to handle the project, after being introduced to Carlsberg by event agency Pulse.
Uniform commissioned Japanese graffiti artist Dragon 76 to create the Liverpool Legends mural – a 5m wide x 2.5m tall piece of art as the landmark piece. The artist was flown from Tokyo for a two-day session, creating the artwork in a central Liverpool gallery before being placed at Anfield. The film of the mural was then seeded across fan sites across the globe, with 19,000 views on its YouTube site alone.
The other main features include an interactive tactics zone, electronic Carlsberg bottle display, goals wall and relationship wall, where Carlsberg captures some of the best moments in the club’s history during the Carlsberg era.
“Our brief was to create a premium Carlsberg brand experience and to capture that relationship between Carlsberg and LFC. We wanted to look at that experience from the moment the guests arrived at the stadium until the moment they left, and create a memorable experience,” said Tim Sharp, design director at Uniform.
“Each zone is a celebration of Carlsberg’s relationship with the club in one way or another. It’s all about amplifying the brand messages of quality, premium and heritage.”
A variety of electronic and interactive features are mixed with amazing large-scale half tone images of Liverpool legends to create a stimulating and fun environment.
In the tactics zone, host Alan Kennedy can use the tablet technology introduced to discuss the game on a large screen, while the Dragon 76 film features on another wall showing the best of Carlsberg’s films. The bespoke Carlsberg welcome lecturn is made of Carlsberg bottles, with light diffusing behind the bottles, giving off the green light of the brand.
“It’s fun, and dynamic. The combination of areas has completely transformed what was a pretty static hospitality suite into the experience it needs to be,” said Sharp.
Uniform has been working closely with Carlsberg HQ in Denmark.
Louise Larsen Bach, brand activation manager at Carlsberg, said: “Liverpool FC is a key partner for Carlsberg, with a long relationship. We required something that was dynamic and engaged with the fans. Uniform really understands the brand, the new positioning and that relationship between the fans, club and Carlsberg. The experiential ideas are completely in line with Carlsberg – they’re a great agency with a great team and we are very keen on working with Uniform in the future.”
For more information on Uniform visit: www.uniform.net
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