Digital Experience Design for Manchester United

Opening in May 2021, Manchester United football club Theatre of Dreams at Beijing Place will open a new chapter of interaction with the club for fans, using cutting-edge design and technology to give visitors an immersive, interactive and entertaining experience and an immersive look at the passion, development, history and values of Manchester United.

The Theatre of Dreams, synonymous with the Old Trafford Stadium, is a symbol of 'turning dreams into reality'. With this concept, CT.LAB uses multi-dimensional and innovative digital experience design, projection mapping, dual-screen linkage and other technical means to cleverly attract and retain customers in the "Beijing Place Manchester United Dream Theatre", a second home ground that can transcend spatial distance, allowing consumers to feel the passion of Manchester United to a further level!