At the Australian Open, Heineken wanted more than a logo on a sign. They wanted a destination inside the tournament precinct where fans could relax, watch tennis, drink beer, listen to music and feel part of the event atmosphere.
ambient lounge helped create a branded entertainment zone where custom bean bags became the centre of the social experience.
The Challenge
The Australian Open brings huge crowds, long days, summer weather and constant movement. Heineken needed furniture that could handle heavy public use while still looking sharp enough for one of the world's most visible sporting events.
The Solution
ambient lounge produced custom branded outdoor lounge furniture for the Heineken area, creating comfortable seating around screens, music and hospitality spaces. The furniture gave fans a place to settle in, enjoy a beer, watch the tennis and stay connected to the brand throughout the day.
The Results
The Heineken fan zone became a genuine gathering place. People stayed longer, watched matches on screens, relaxed with friends and shared the atmosphere across social media. The branded bean bags were not just furniture; they helped turn the area into an experience.
Project Highlights
- Client: Heineken
- Location: Australian Open, Melbourne Park
- Industry: Sporting events, beverage sponsorship and activations
- Application: Fan zone, live screens, music and hospitality
- Key benefits: High-impact branding, comfort, outdoor durability and strong visitor engagement
For major sporting events and sponsorship activations, custom branded bean bags can help transform a simple viewing area into a high-energy brand experience.