Corona x Sail GP

Turning Corona’s most iconic ritual into an experience.

CLIENT

Corona x Sail GP

Department

Experience
Studio

Corona challenged Paradise to make the brand an unmissable part of the SailGP experience. We developed a modular experiential concept built around Corona’s iconic lime ritual - combining high-volume service with a premium brand world designed to drive participation, dwell time, content and, ultimately, more Coronas in hands.

“The best brand experiences don’t interrupt the action. They become part of it.”

Making Corona stand out
in a world built on spectacle.

SailGP is fast, loud and packed with competing stimuli. Corona needed to own its space within the high-footfall grandstand while delivering a bar capable of serving serious volume at speed.

The challenge was to balance both: create something instantly recognisable and worth stopping for, without compromising the operational reality of a major sporting event. And it needed to be modular enough to travel across Portsmouth and Geneva while still feeling unmistakably Corona.

STRATEGY & APPROACH:

We took one of Corona’s most recognisable brand behaviours - the lime serve - and turned it from garnish into a Golden Hour Bar experience.

The resulting brought together a hero draught bar, abundant lime, natural materials, social spaces and playful brand interactions to create a sun-soaked Corona escape at the heart of SailGP.

Corona’s world - natural,
warm, social and effortlessly
premium.

Rather than simply branding a bar, we created a physical expression of Corona’s world - natural, warm, social and effortlessly premium.

Hammocks, tactile materials, lime-led installations, photo moments and considered details transformed a functional F&B space into somewhere people could drink, hang out and reconnect between the action.