Carlsberg is working with brand communications agency Uniform to create a brand experience at Liverpool FC's Anfield stadium.
The beer brand has opened the 'Carlsberg lounge' to celebrate its 19-year relationship with the football club.
After being introduced to Carlsberg by event agency Pulse, Liverpool-based 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.”
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.
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."