'The Base' by adidas Canada is a Euro 2016 Viewing Lounge in Toronto
Rebecca Byers — June 13, 2016 — Marketing
References: caplex
In order to celebrate the UEFA Euro 2016 championships, adidas Canada has opened an immersive viewing lounge where Toronto fans can watch different matches throughout the tournament. Boasting a luxurious screening room where fans can catch the games and a number of exhibits showcasing the game kits of several adidas-sponsored footballers, the pop-up will remain open for the duration of the Euro 2016 championships and is a great way for the brand to interact directly with consumers.
'The Base' is located in Toronto's Little Italy neighborhood near College and Bathurst and includes in its display the new Mercury Pack cleats. The entire soccer pop-up spans an impressive 2,200-square-feet and is a great place for fans of the sport and brand to kick back and enjoy the tournament.
'The Base' is located in Toronto's Little Italy neighborhood near College and Bathurst and includes in its display the new Mercury Pack cleats. The entire soccer pop-up spans an impressive 2,200-square-feet and is a great place for fans of the sport and brand to kick back and enjoy the tournament.
Trend Themes
1. Pop-up Viewing Lounges - Pop-up viewing lounges provide immersive experiences for fans to watch sporting events, offering brands a unique opportunity to interact with consumers.
2. Immersive Brand Experiences - Creating immersive brand experiences through pop-up lounges allows brands to engage directly with consumers in a memorable way.
3. Interactive Sports Exhibits - Sports exhibits featuring game kits and interactive displays offer fans an interactive and educational experience.
Industry Implications
1. Sporting Events - Pop-up viewing lounges can be utilized for other sporting events, such as the World Cup or Olympics, to engage fans and promote brand products.
2. Branding and Marketing - Pop-up lounges provide a platform for brands to showcase their products and create memorable experiences with consumers.
3. Retail and Hospitality - Pop-up lounges can be incorporated into retail or hospitality spaces to attract customers and enhance the overall brand experience.
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