Goodlive Festival GmbH
Venue
Exhibition Center Munich
Guests
730.000
Services
production management, set design, trades handling
Year
2024
Merchandising Meets Wiesn
In August 2024, Adele thrilled tens of thousands of fans with her concert series Adele in Munich. A temporary stadium was erected on the grounds of the Munich Exhibition Center for those ten exclusive shows, which could accommodate up to 75,000 concert-goers a night.
Accompanying Adele’s extraordinary concerts in Munich, the ADELE World was created as a unique experience area that allowed fans to immerse themselves in Adele’s universe even before the show began.
The concept and design of the ADELE World reflected both Adele’s personality and the Munich locale: in the F&B area, we recreated the rustic pub where her career began, set up a Mediterranean Aperol bar, and added a spacious wine bar. A classic beer garden and a Ferris wheel brought Oktoberfest vibes to the ADELE World.
The ADELE World was much more than a classic pre-show area—it extended the concert experience beyond the stage. As an atmospheric meeting place and a way to get in the mood for the show, it turned every concert evening into an unforgettable overall experience that allowed Adele’s music, emotion, and personality to be experienced in all their facets.
