Overview
- Location:
- London, England
- Client:
- Liverpool FC
- Sectors:
- Hospitality
- Services:
- Architecture, Interior Design, Graphic Design, Experiential Graphics, Wayfinding
The Carlsberg Dugout is one of Liverpool FC’s most popular hospitality experiences, offering fans a unique and immersive matchday experience at Anfield that blends football tradition with modern comfort. It provides a vibrant, family-friendly atmosphere featuring live entertainment, interactive elements and a diverse street food menu.
The space celebrates the historic partnership between Liverpool FC and Carlsberg, one of the longest-running collaborations in football. Inside, fans can explore displays and décor that commemorate the Club’s legendary players, iconic matches and unforgettable milestones, making it more than just a place to watch the game, it’s a journey through Liverpool’s rich football heritage.
“Carlsberg Dugout celebrates Liverpool FC’s creativity on and off the pitch.”
Andrew Parkinson, Operations Director, Liverpool FC