The Brief: Activate the Three football sponsorship at the Aviva Stadium, and create a corporate lounge within the stadium for pre & post hospitality and manage the guest experience.
As Threes event agency for the last 10 years, we understood that the execution needed to be impeccable. The brief required the look and feel of the space to provide a welcoming atmosphere equivalent to that of a 5-star lounge. We set about designing a set that was both luxurious, bespoke and modular, to be used across the duration of the sponsorship.
Working closely with suppliers we designed a set that took 20 hours to install. All items, right down to the cushions, where designed from scratch. Mood boards and fabric swatches and wood finishes were worked through. 2019 was the 4th incarnation of the Players’ Lounge. The style needed to be fresh, current, and on-brand. The set incorporated a full AV kit and a digital wall to facilitate post-game player interviews, DJ appearances, and digital content. To deliver on the lounge vibe a full lighting kit was used to the atmosphere in what is normally a bright concrete space.
At each match, our team of brand ambassadors was onsite to facilitate the guest welcome and registration process, and pitch-side activations including a giant pitch flag, and the mascot programme.
The Players’ Lounge became a seriously hot ticket! Players and their families all enjoyed the venue and corporate attendees were made to feel very exclusive. The look and feel was replicated for a scaled-down version to kit out their 50-seater corporate box.