Carlsberg Football Park
For the 2025 UEFA Nations League, Kuss Studio and Carlsberg transformed Lisbon’s Ribeira das Naus into the Carlsberg Football Park, a large-scale public activation bringing football, entertainment and culture together on the riverfront - turning the space into an open-air destination for music and community across two days.
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The Project
Turn a football activation into a cultural experience through music.
The goal was to create a music program that could live naturally within Carlsberg’s wider football experience while introducing a distinct identity, energy and audience to the space. Rather than simply providing background entertainment, Hungry4 took over the park for two consecutive days of house music, with six hours of programming each day. Kuss Studio led the project across musical curation, artist programming, production and on-site execution, bringing electronic artists into one of Lisbon’s most iconic public spaces.
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Outcome
The Carlsberg Football Park became a meeting point between football, music, brand experience and Lisbon’s urban culture.
Across two days, the takeover brought thousands of people to the riverfront and extended Carlsberg’s presence beyond the football match, creating a more immersive cultural experience while connecting the brand with a young, international and music-driven audience. The project demonstrated how music can transform a brand activation from a moment of visibility into a destination people actively want to experience.
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Projects
