Adele in Munich

ADELE IN MUNICH

Chances are, you’ve seen how Adele took the stage for an exclusive concert series in Munich over August 2024. With 10 incredible shows over 30 days, 80,000 fans per show were treated to a one-of-a-kind experience. This massive project is a stunning example of how design, functionality, and creativity come together.

Four labels within the 360 Experience Group played key roles in delivering an unforgettable experience that moved thousands. Our label Unbranded spearheaded the project supported by our other labels SoulMates Creative LED, Unlimited Productions, and 4Light Technical Projects.

ADELE ARENA
Adele blew away the crowd in a stunning custom stadium dubbed ‘Adele Arena’ designed by Florian Wieder at wieder design. Unbranded was responsible for the entrance gates and five stadium portals, installed at an impressive height of 18 meters. A convenient flap system made maintenance easy, while the sleek finish ensured a flawless result. On the side of the stadium, 8.5-meter-high illuminated ADELE letters were impossible to miss. Commissioned by Unbranded, SoulMates Creative LED developed the control cabinets for the many meters of LED strips in these illuminated letters.

ADELE WORLD
The site around the stadium was transformed into ‘Adele World,’ a themed outdoor area where fans could immerse themselves from the afternoon until late into the night. Unbranded played a pivotal role in bringing ‘Adele World’ to life, creating breathtaking and functional decor elements that enhanced the overall experience. The decor included 3 drink bars, 7 food & beverage markets, called the farmer market. 

A standout feature of Adele World was the two gorgeous ‘I Drink Wine’ bars, each adorned with floral decorations. The smaller bar had four service points, while the impressive 360-degree bar featured 10 service points and offered 70 meters of bar space. The atmosphere was further enhanced by 1,650 types of plants and flowers. Fun fact: 35 luxurious golden poles were installed, each secured with 300 kg of ballast—quite a substantial weight!

Additionally, two mirrored A’s, each standing 5 meters high and crafted from mirrored Dibond, were designed and fabricated at our workspace in Hilversum before being transported to Munich by flatbed truck. Once installed, each A was stabilized with 900 kg of ballast.

Unlimited Productions assisted with the technical translation of the decor, and were in charge of project management, scheduling, sourcing all materials across Europe, and coordinating with all local stakeholders. Given the enormous scope of work to be completed, 4Light Technical Projects was entrusted with the technical execution and supplied all the structures of the food & drinks bars which had to meet the highest TUV standards and resist wind speeds up to 12 Beaufort. What better solution than to use our unique BGR70 truss. The Farmers Market showcased three beautifully designed drink bars, complete with stone columns and sides, illuminated by handcrafted copper lamps. Achieving the stunning finish required 750 liters of paint and 5 kilometers of wooden bar fronts. Additionally, seven food & beverage markets were available for visitors, each featuring 110 sunshades and wooden decking to create a warm and inviting atmosphere.

Olivier Monod de Froideville, CCO of the 360 Experience Group, says, “𝘞𝘩𝘦𝘯 𝘸𝘦 𝘴𝘵𝘢𝘳𝘵𝘦𝘥 𝘵𝘩𝘦 360 𝘌𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦 𝘎𝘳𝘰𝘶𝘱 𝘪𝘯 2020, 𝘸𝘦 𝘤𝘰𝘮𝘣𝘪𝘯𝘦𝘥 𝘤𝘰𝘮𝘱𝘭𝘦𝘮𝘦𝘯𝘵𝘢𝘳𝘺 𝘤𝘰𝘮𝘱𝘢𝘯𝘪𝘦𝘴 𝘵𝘰 𝘢𝘪𝘮 𝘧𝘰𝘳 𝘮𝘰𝘳𝘦 𝘴𝘺𝘯𝘦𝘳𝘨𝘺 𝘣𝘦𝘵𝘸𝘦𝘦𝘯 𝘤𝘳𝘦𝘢𝘵𝘪𝘷𝘦𝘴, 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘪𝘰𝘯, 𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘴 𝘢𝘯𝘥 𝘤𝘳𝘢𝘧𝘵𝘴𝘮𝘢𝘯𝘴𝘩𝘪𝘱. 𝘐𝘵 𝘮𝘢𝘬𝘦𝘴 𝘮𝘦 𝘦𝘹𝘵𝘳𝘦𝘮𝘦𝘭𝘺 𝘱𝘳𝘰𝘶𝘥 𝘵𝘩𝘢𝘵 4 𝘰𝘧 𝘰𝘶𝘳 𝘭𝘢𝘣𝘦𝘭𝘴 𝘩𝘢𝘥 𝘢 𝘴𝘪𝘨𝘯𝘪𝘧𝘪𝘤𝘢𝘯𝘵 𝘳𝘰𝘭𝘦 𝘪𝘯 𝘴𝘶𝘤𝘩 𝘢 𝘨𝘢𝘮𝘦-𝘤𝘩𝘢𝘯𝘨𝘪𝘯𝘨 𝘦𝘷𝘦𝘯𝘵”. 

Managing this with an integrated group of companies ensured efficient coordination, quality control, and cutting-edge technology integration, and witnessing it all come together across an area spanning 60 soccer fields made the project truly unforgettable.

Thanks to Live Nation Entertainment, Leutgeb Entertainment Group, and Wieder Design for this wonderful opportunity.

Client/Production: Live Nation Entertainment / Leutgeb Entertainment Group
Design: Florian Wieder, wieder design