Carlsberg Management Conference

Carlsberg UK wanted a ‘Wow Factor’ event for senior managers. Our brief was to produce something unusual, in London, with a quick turnaround time and at short notice. So that’s what we did!

As Carlsberg is the official beer of the England football team, we created a mini stadium in a meeting room at the Guoman in London. The theme of football was kept going in between presentations with competitions, short films and a lot of football talk!

The client and delegates agreed that it had been a premier league event!

Set and Staging

One of the most unique and fun sets Dellar Davies has designed and built. Delegates entered the Conference room through a Players Tunnel. A 180° printed stage set of a football crowd coupled with tiered seating created the impression that delegates were seated in a football stadium.

The Conference

The conference was moderated by sports TV presenter Mark Durden-Smith who kept the energy levels high and added humour to proceedings. The motivational speaker, Simon Woodroffe, founder of YO! Sushi lifted the mood further with an energetic speech on creative ideas for improving business.

Gala Dinner

Within a couple of hours, the room was transformed from a football stadium with stadium style raked seating into a fine-dining restaurant with mood lighting, a jazz singer and a Carlsberg Cabaret which included several different cabaret acts, including Men in Coats.


Everything about the day was football themed, right through to the Knobbly Knees competition – don’t ask! – and the ‘This is Anfield’ sign which players hit as they emerge from the Players Tunnel.


Dellar Davies produced two special videos for the event. The opening video, ‘Play To Win’, had a general sporting theme including clips of sporting heroes and their victories. An information video on the Carlsberg brand brought back the football theme with ‘Keepie Uppie’ linking staff from different offices and breweries around the UK.

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