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Experiential environments for the launch of a digital football platform that pushes boundaries

‘Dugout’ is a digital destination that offers exclusive unrivalled access to the lives of players behind football. This is an exclusive place where you get quality football content, condensed and tailored to your interests.

We embraced the high- energy, frenetic collision of Club content, fans and players all in one hub by creating dynamic, bold and energetic experiences for the brand’s launch at events in Manchester and London.

The living, breathing visual identity informed the vibrant stand design. 55x5m LED strips were programmed to reflect the brand colours. These were programmed to gently change colour formations over time, creating a dynamic element to the stand, and ran across the ceiling and side detail to offer the illusion of being in a tunnel or dugout.