Carlsberg needed a unifying concept for its Nordic music activations. We defined and desgined the Green Sofa, a flexible symbol that works across digital and real world settings. It supported emerging artists in local venues and acted as a backstage style hangout at festivals, helping Carlsberg reach audiences who seek music beyond algorithms.



This included a playbook for strategy and creative led executions to be implemented at a local level, to ensure it was a scaleable concept that could travel.