Heineken ucl final, munich

Project Summary:

Heineken’s most important clients and customers were invited to a specially curated weekend designed to foster genuine connection and celebrate the spirit of togetherness—centered around the excitement of football’s pinnacle event, the UEFA Champions League (UCL) final. The experience kicked off on Friday night with a spectacular welcome event at Bergson, where guests were immersed in an epic beer garden atmosphere complete with lively social spaces and a dramatic reveal of both the women’s and men’s UCL trophies, highlighting Heineken’s commitment to supporting football across genders.

The following day offered a more intimate setting with a relaxed lunch at a traditional Bavarian Alm, providing a cozy and authentic environment for guests to unwind. This unique venue allowed attendees to engage directly with football legends such as Edwin van der Sar and Jill Scott, offering memorable, personal interactions that deepened the connection between guests and the sport’s heritage.

The weekend culminated in the much-anticipated UCL final hosted in Munich’s iconic Allianz Arena. Heineken elevated the hospitality experience by creating its own Oktoberfest-themed tent in Champions Village, nestled just outside the stadium. This bespoke venue combined the festive spirit of Munich’s famous Oktoberfest with premium football hospitality, offering guests exclusive access to world-class amenities, curated food and beverage experiences, and immersive brand activations. The integration of Heineken’s signature beer culture with the electrifying energy of the UCL final created an unforgettable celebration of football, friendship, and brand loyalty.

This weekend not only reinforced Heineken’s position as a leading global football partner but also demonstrated their dedication to delivering unique, immersive experiences that bring people together through shared passion and celebration.

Role:

3D Design Lead 

As Joint Design Director, I played a pivotal role in shaping the overall design concept and aesthetic direction for the Heineken weekend experience. Collaborating closely with creative designer, working together to define the visual identity and immersive atmosphere we wanted to create and setting the tone for all spatial and environmental design elements.
Leading a diverse team of 3D designers and visualisers, guiding them through translating the concept into detailed designs across the three very different venues. This involved developing a cohesive design language that balanced the distinct character of each location while maintaining brand consistency.

I worked closely with the technical team and contractors to produce detailed drawing packs that translated the creative vision into buildable solutions, addressing practical constraints such as space, materials, and structural considerations. Managing the creative ambition and technical feasibility was a key part of my role. Additionally, I created comprehensive artwork and build decks that tracked every design asset, from signage and graphics to spatial installations, ensuring a seamless handoff between design and onsite production teams.

Throughout the build and live event phases, I was onsite providing hands-on oversight, resolving design challenges in real time, and ensuring that every detail met the high standards of quality and aesthetic integrity we set out to achieve. My role required an understanding of both creative direction and technical execution, enabling me to deliver a visually impactful, immersive environment that truly elevated the Heineken brand experience.