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BUD LIGHT X UFC

FAN EXPERIENCE

At the intersection of adrenaline and refreshment, this activation brought the spirit of the Octagon to life through a bold, immersive environment. Inspired by the grit, neon energy, and vibrant fan culture, we crafted a space where Bud Light’s attitude had to meet the electrifying passion of UFC fans.

The experience was anchored by the iconic octagon, interactive moments, and a mix of spaces to play, share and drink. Every material choice was selected to celebrate the raw spirit of fight culture while keeping the atmosphere approachable and fun.

A celebration of victory, connection, and pure fandom, intentionally making this activation a must destination at UFC Fan Experiences across North America.

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DESIGNING THE FLOW

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DESIGNING THE EXPERIENCE

Starting with the octagon - not just as a symbol of the UFC, but as an organizing principle for energy and engagement. Sketches explored how form, function, and fan flow could coexist. We layered in Bud Light’s backyard spirit with wood tones, open seating, and playful edges, while using bold geometry and material contrast to echo fight night intensity.

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THE CHALLENGES

Translating Bud Light’s easygoing backyard DNA into a space that still captured the raw energy and grit of UFC, without either brand feeling diminished. We needed to design a flexible footprint that could thrive in intense outdoor conditions, manage shade and heat mitigation, and maintain a premium feel while staying budget-conscious. Also challenging, was ensuring activations not only attracted attention but encouraged meaningful interaction — getting fans to stay, engage, and share their experiences, all while reinforcing Bud Light’s role as the perfect fight night companion.