ADIDAS BERLIN | PETEKONG.DESIGN

Adidas World Cup Hospitality
FIFA 2022.

In Berlin, during the excitement of the UEFA Champions League 2024, Adidas sought to create a hospitality experience that would allow VIP guests to connect deeply with the brand. Tasked with building a distinctive space that celebrated both football and Adidas’s legacy, we partnered with Wasserman to deliver an environment where Adidas’s most valued clients could experience an exclusive showcase of products, innovations, and brand storytelling.

The Challenge

The challenge for this project was to design a high-impact hospitality space that would capture the intensity and spirit of the UEFA Champions League while reinforcing Adidas’s role as a global leader in sports innovation. This space had to be immersive and provide multiple layers of engagement for VIP guests, combining Adidas’s brand heritage with interactive, modern experiences that would resonate with an international and diverse audience. Additionally, it was important to create an environment that reflected Berlin’s urban culture and edgy aesthetic.

The Solution

To bring this vision to life, we created an innovative and visually engaging hospitality suite.

Key features included:

Digital Product Showcases: High-tech displays with digital projections showcased Adidas’s latest football gear, including custom Champions League designs. Interactive screens allowed guests to view product details, colors, and specifications while learning about the technology behind each item.
VIP Immersive Experience Zones: We designed designated zones for guests to engage in immersive experiences like VR simulations of UEFA matches, personalized product fittings, and live demonstrations of Adidas’s latest football technology.
Berlin-Inspired Design Elements: Incorporating Berlin’s industrial, modern aesthetic, the space featured exposed steel, vibrant murals, and LED lighting that provided a sense of boldness and exclusivity. Custom-designed graffiti art and installations from local Berlin artists reinforced Adidas’s commitment to authenticity and the city’s creative energy.
Exclusive Lounging Areas: Premium lounging zones were equipped with high-quality seating, private catering with themed culinary options, and live game feeds, giving VIPs an unparalleled viewing experience that was both comfortable and exclusive.