Experiential and brand experience agency Ignite has unveiled Carlsberg’s new corporate hospitality lounge at Arsenal Football Club’s Emirates’ stadium.

The agency, which was briefed to marry together the distinct brands of Arsenal and Carlsberg in celebration of the brewer’s sponsorship of the football team, leveraged great moments in the clubs history and fused them with the brand’s ‘That calls for a Carlsberg’ marketing tag.

The Carlsberg lounge, which has capacity for up to 35 VIP guests’, features three bespoke structures resembling football dugouts. Inspired by the Carlsberg logo, the structures have been outfitted with a pictorial timeline of the club’s history, TV’s screen airing the day of match and seats embroidered with the names and numbers of selected Arsenal greats.

To further immerse Carlsberg VIPs in the Arsenal experience, tables are inscribed with Arsenal facts and events from the clubs top 50 moments.

The 1,400 square foot area on the club level of the stadium has been transformed into the ultimate Carlsberg brand experience.

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 of the Club."

Anup Daji Jr. account director at Ignite, adds: “Our goal was to create a space that evoked the feeling of reward and achievement which personified the brand tag: ‘That calls for a Carlsberg’. Drawing from Arsenal rich history of success & Carlsberg’s deep roots in football helped us unite the two brands very naturally & effectively.”

Ignite, which has worked with Carlsberg for the past two years, was appointed on the strength of successful earlier campaigns.

Image: Louise Bach-Larsen, Carlsberg's marketing activation manager and Vinai Venkatesham, head of global partnerships for Arsenal