As the world-renowned Heineken Experience continues to evolve and develop, the company wanted to demonstrate its continued commitment to supporting and sponsoring the sporting world. With this in mind, Heineken® wanted to create an immersive space which would emphasise the link between the brand and Rugby from a commercial point of view whilst replicating the excitement and adrenaline of a Rugby match.

Paragon Creative proposed a concept design to Heineken® to tell this story by placing visitors in a highly themed rugby changing room to indicate the anticipation and tension before and during a rugby match. Visitors enter a changing room area and interpretation wall that gives a basic graphical introduction to rugby and Heineken®’s involvement.

They then encounter a photo moment where they can compare and meet representations of real players, before moving onto the challenge zone, where they can participate and challenge their friends in a range of hands on interactives that demonstrate the skills required to be a rugby player including a scrimmage challenge and kicking challenge. Visitors then exit through a stylized set depicting a tunnel.

Paragon is responsible for design development, props, showcases, graphic design, graphic production, scenic work, interactives and general fit out works.

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