The Stella Artois Vantage Point activation was hosted at Wimbledon 2017 in London's Flat Iron Square through July 16. The tennis-inspired brand activation was created by Stella Artois together with agency Frukt and boasted a bespoke menu with dishes like miniature pancakes with elderflower clotted cream, strawberries and cream baklava, meat and cheese platters and chimichangas served with strawberry and champagne salsa.
Hosted for the duration of Wimbledon 2017, the activation was especially active between July 6 and 9, when comedian Matt Richardson and tennis player Goran Ivanisevic offered an "alternative" commentary at the pop-up.
The Stella Artois Vantage Point activation follows a virtual reality station which popped up to offer a flight experience at Wimbledon 2015, as well as an immersive tournament-inspired time portal at the event in 2016.
Bespoke Wimbledon Beer Pop-Ups
The Stella Artois Vantage Point Was Present at Wimbledon 2017
Trend Themes
1. Branded Pop-up Activations - Opportunities for brands to create unique experiences with their products in temporary retail locations.
2. Celebrity Collaborative Events - Opportunities to feature celebrities in brand events, increasing engagement and buzz for the brand.
3. Food and Beverage Innovation - Opportunities to craft bespoke menus and immersive experiences to attract customers to try new food and beverage offerings.
Industry Implications
1. Alcohol and Beverage - Brands could create immersive experiences with custom beverages to attract new customers and build brand loyalty.
2. Retail - Temporary pop-up shops could be created for brands to showcase exclusive product lines and increase brand engagement.
3. Entertainment - Partnerships with celebrities and sports stars can create unique experiences to promote events and drive consumer engagement.