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Astra – Spectator box in the Millerntor Stadium

Astra – Spectator box in the Millerntor Stadium

The beer brand Astra cultivates the edgy neighbourhood vibe of Hamburg’s St. Pauli district and it also occupies the largest box in the local Millerntor Stadium. After a fundamental redesign, it is so down to earth that it perfectly corresponds to the non-conformist style of the brand: the box is no elitist VIP room, but reminiscent of a shared student flat, lovingly designed in retro style down to the smallest details. The results: heightened curiosity, more time spent there, more beers drunk.

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Peter Schmidt Group

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