Megastore SLB

Cliente: SLB

Benfica Official Store Opening Event | BrandCook and Big Fish

BrandCook was the agency responsible for creating and implementing the concept of the new store of Sport Lisboa e Benfica in Lisbon.
This is the first store outside the stadium directly managed by the Club. Thanks to the BrandCook´s work, it was possible to pass the environment of the stadium and the values of the club in this new space, becoming the store in a referencing place for all who want to live a unique brand experience.
The store is prepared to interact with customers at all levels. The materials used, the technology involved and all the information available in the store were thought to ensure a unique and exceptional experience to all visitors, continuing the moments lived in the stadium. The interactive experience and technology shows how the Club transforms the legacy of the past in a future vision.


  • Creativity
  • Design
  • Branding
  • Brand Activation
On the opening event, Big Fish amplified the concept of the store to the outside, turning the intersection of Rua Augusta and Rua Vitória into the Benfica's stadium for a day. Scenically, it placed three giant red ribbons symbolizing not only the third championship but also the coverage of the stadium. Choreographically, it involved hundreds of fans to the recreation of one of the most memorable moments of the game starts at home.

At the "champions hour", two groups of fans - all strictly dressed - unexpectedly appeared at the extremes of Rua Augusta, with their chants and drums vibrating throughout downtown Lisbon to get in line in front of the store, where they sang a cappella the Benfica´s anthem. The moment, was broadcasted live for Benfica TV and social media, so it was certainly in the memory and hearts of all who witnessed it.

The opening of the store still counted with the presence of the presidents of Benfica and the City of Lisbon, Luís Filipe Vieira and Fernando Medina.