we are a creative

experiential agency

Bud is the European name of Budweiser
a brand from Anheuser-Busch InBev

Budweiser

TRADE SHOWPOP-UP

Get Down in the
Bud Basement

The King of Beers wanted its first presence on Dutch main hospitality fair ‘the Horecava’ to rock and challenge us the think outside the booth. We leveled up by going down. Underground to the basement of the RAI, that is. The Bud Basement was an underground warehouse, a maze of pallets stacked to the ceiling with iconic Bud beer boxes, leading up to a speakeasy club in the back with the infamous TNO Soundsystem. The daily afterparty dubbed the HoRAVEcava became the hotspot of the fair.
And yes, that meant we drank our own setting.

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Brief

Create a splash at Bud’s first-ever Horecava appearance.

Concept

True to the King of Beers, we created a true out of the booth experience. The Bud Basement was an underground warehouse, a maze of pallets stacked to the ceiling with iconic Bud beer boxes, leading up to a speakeasy club in the back with a daily destination afterparty with the infamous TNO Soundsystem.

Result

All hail the King of Beers! The Bud Basement’s maze of beer boxes, filled with ‘insta moments’, unique handmade personalized calligraffiti give-aways, and its infamous afterparties was the buzz of the fair.