Heineken Experience

Rugby Rooms


As the world-renowned Heineken Experience continues to evolve and develop, Heineken wanted to demonstrate it’s continued commitment to supporting and sponsoring the sporting world. With this in mind, they wanted to create an immersive space that could emphasise the link between the brand and Rugby 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 environment, 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 stylised set depicting a tunnel and including a coin toss interactive.

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