Inspiration

Create a unique Stella Artois experience in the heart of the Miami Open.

Solution

Innovative Group planned, designed, and created the event layout for this center court attraction. A temporary lounge was built from the ground up, creating an immersive experience that was 100% Stella Artois. From the “center court” theme, to the lounge couches, and signature pillows, to the glassware, coasters, and even picnic baskets, it was obvious that Stella Artois was holding court, and guests were treated to the ultimate experience at the Miami Open with plenty of Stella Artois to quench their thirst.

The Anheuser-Busch management team, invited in from all over the country, was beyond impressed, and as a result, asked us to create other experiential marketing programs for several of their other CPG brands.