New Era x Super Bowl
Super Bowl Event in Berlin
February 4, 2018 – It’s game time! Our event at the Snipes Store on Berlin’s Alexanderplatz was no less of a legend than this year’s Super Bowl itself. For our client New Era, on #superbowlsunday we transformed the flagship store overnight into a veritable game zone. In less than 24 hours the display shelves disappeared behind black and white banners with generously printed patterns, reflecting the minimalist style of the brand.
Under the heading of ‘NFL 101 – The Beginner’s Guide to Football’, those among the visitors who were new to the sport could consult a display in the foyer to learn the most important rules and terms of the game – hopefully they would master the requisite sporting jargon in time for the start of play. The big panels in the Highlight Area meanwhile carried information about ‘The Road to Super Bowl’, explaining the progress of the New England Patriots and Philadelphia Eagles on their way to the finale. Quite in keeping with the New Era style, the different teams were represented by their caps.
The interior of the store was possessed by a real stadium atmosphere – with gigantic stadium graphics, big screens for the broadcast of the game and a DJ, who got the visitors worked up even before the kick-off. A Cap Customiser station gave fans the opportunity of getting their New Era cap personalised with a touch of embroidery, while enjoying the American food and original American beer provided. In this exceptional setting, the exciting game could be followed from Sunday through to Monday night, right up to the final whistle at 4.30 am.