Priceless Berlinale Moments.
The Berlinale Mastercard Lounge 2019.
Project
Mastercard Lounge
Client
Crown and Crown on behalf of Mastercard
Period
2019
Sector
Payment Service Provider
Category
Event, Communication Design, Scenography & Architecture
Format
Lounge, Temporary Buildings
Services
Conception, Creation, 2D CAD Planning, 3D Visualization/Renderings, Event Branding, Execution Planning, Project Management, Construction and Dismantling, Trades Control, Project Documentation
A touch point directly on the Red Carpet.
Priceless – this is the name of the Mastercard Bonus Program, under which the company promises priceless experiences and that has been committed to sponsoring the Berlinale in Berlin for years. And so, in the run-up to the Berlinale 2019, the company considered expanding its commitment and offer as part of this cultural event.
The challenge: Find a location in the first row that is eligible for approval, which creates a temporary installation and meeting place as a desirable touch point directly on the Red Carpet and give the Mastercard brand the appropriate glamour.
“Scenography”
No sooner said than done. Together with our clients from Crown & Crown and in close coordination with the Berlinale organisation team, we succeeded in establishing a utilization and design concept for the first exclusive Master Card Lounge in a special approval procedure: Directly in front of the Zoopalast, the traditional opening venue of the Berlinale and with an unobstructed view of the Red Carpet – as an extension of the ZooBa, in a listed environment.
The result was a 75 m² “Extension Building” (Pavilion) that could be functionally and visually integrated into the surroundings and connected to the ZooBa; including the Mastercard branding with stylish furnishings and a dynamic lighting and sound concept, including a DJ booth.
We also integrated a convenience, workshop and interview area, which provided a platform for filmmakers and prominent guests.
The lounge also served the customer as a B2C platform for the current campaign in Berlin “Start something new. No cash needed.”, where the guests could use the NFC interface of their smartphone for cashless public transportation in Berlin.
For this reason, NFC terminals were also installed in the Mastercard Lounge to collect donations for the World Food Programme. Not only was it very easy to pay but something good could also be done simultaneously.
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