Heineken × Shanghai ATP Masters 1000 Themed Event Design
Project Overview
Developed for the ATP Shanghai Masters, this experiential environment transformed tennis spectatorship into an interactive brand engagement journey.
Centered around the campaign theme “Path of Champions, Share the Star Moment,” the project combined sports culture, social interaction, and product experience into a unified visitor experience.
Design Highlights
1. Tennis-Inspired Brand Environment
The space incorporated tennis court blue, tournament graphics, oversized tennis elements, and Heineken’s signature green to create an authentic event atmosphere.
A large-scale Heineken star installation served as the visual centerpiece of the venue.
2. Interactive Fan Engagement Zone
Visitors participated in tennis-themed activities, interactive games, and branded photo opportunities designed to encourage engagement and social sharing.
The experience enhanced audience participation beyond traditional event viewing.
3. Heineken Experience Bar
A dedicated bar area showcased both Heineken Original and Heineken 0.0 products.
The space reinforced the brand message that consumers can enjoy the Heineken experience across different occasions and lifestyles.
4. Tournament Viewing Lounge
Comfortable viewing areas integrated with live match content allowed visitors to seamlessly move between social interaction, brand experiences, and tennis entertainment.
Project Outcome
The project successfully combined the competitive energy of world-class tennis with Heineken’s social and lifestyle positioning.
By transforming passive spectators into active participants, the experience strengthened brand engagement while creating a memorable destination for fans throughout the tournament.
