A new mural featuring Liverpool legends of past and present is the centrepiece of a new graffiti instalation at Anfield as Carlsberg overhauls its 'brand experience' at the club with a refit of the Carlsberg Lounge.
Other 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.
The refit is designed to help reinforce its long-standing association with the club and also to reinforce Carlsberg's brand messages.
Brand communications agency Uniform has worked on the initiative. Tim Sharp, design director at the agency says: "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."
Louise Larsen Bach, brand activation manager at Carlsberg, says: "Liverpool FC is a key partner for Carlsberg, with a long relationship. We required something that was dynamic and engaged with the fans. The experiential ideas are completely in line with Carlsberg."