Carlsberg builds VIP space ar Arsenal with Ignite
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Arsenal Football Club’s Emirates Stadium has unveiled a brand new look to its corporate hospitality area in partnership with official beer, Carlsberg. The Carlsberg Lounge, which has capacity for up to 35 VIP guests and competition winners, leverages great moments in the club’s history and fuses them with the beer’s ‘That Calls for a Carlsberg’ strapline.
The lounge features three bespoke structures resembling football dugouts. Inspired by the Carlsberg logo, the structures have been fitted out with a pictorial timeline of the club’s history, TV screens for match days and seats embroidered with the names and numbers of selected Arsenal legends.
The 1,400 square foot area within the Club Level area of the stadium has been transformed into the ultimate Carlsberg brand experience. To further immerse Carlsberg guests in the Arsenal experience, tables are inscribed with Arsenal facts and events from the club’s top 50 moments. Vinai Venkatesham, head of global partnerships for Arsenal said: “Given Carlsberg’s tradition of creating memorable experiences, and Arsenal’s continual investment programme to maintain Emirates Stadium as a ‘best in class’ venue while continually improving our fan experience, it was only natural that we joined forces to further enhance the hospitality offering at our ground. The Carlsberg Lounge brings alive Carlsberg’s brand essence and Arsenal’s history and heritage in an innovative and engaging way; we’re delighted with the end result. We look forward to welcoming Carlsberg’s guests and competition winners into the Lounge at Emirates Stadium in future.”
Louise Bach-Larsen, Carlsberg’s marketing activation manager, says: “Opening the Carlsberg Lounge cements our long-term sponsorship and support for Arsenal. Fusing Arsenal’s heritage and Carlsberg’s association with football really provides the ‘wow’ factor to guests in the lounge.”
Experiential and brand experience agency, Ignite, created the Carlsberg Lounge and have worked on the Carlsberg brand for two years.
