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UEFA EURO 2024

Client

Kulturprojekte Berlin GmbH

Location

Brandenburger Tor, Berlin

Services

Strategie & Konzeptentwicklung
Creative Direction
Kuration
Booking
Event Lead

Goals

Extending the length of stay
Enthusiasm for future visits
Building a strong sense of community

A stage for Berlin: the spectacular opening ceremony of UEFA EURO 2024

An unforgettable, culturally charged event for the Berlin Senate, Kulturprojekte GmbH, the Host City Berlin, and UEFA. The goal was to kick off UEFA EURO 2024 with a spectacular opening show that presented Berlin as a shining host city and cultural heart of Europe.

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Focus

  • To present Berlin as the cultural center of Europe
  • To create an emotional connection with the local and international football community.
  • To generate excitement and media impact for UEFA EURO 2024.

The challenge

  • Coordination with numerous stakeholders (UEFA, Berlin Senate, Cultural Senate).
  • A free large-scale event with 30,000 spectators and high security requirements.
  • Limited resources and technical constraints due to binding service providers.

Solution

  • Spectacular stage presentation at Brandenburg Gate with an impressive light show.
  • International top artists and a specially choreographed dance performance.
  • A dramaturgically well-thought-out show with musical and visual highlights.
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Implementation

  • Concept development, booking, and contract management.
  • Artistcare, rehearsal coordination, and technical advice.
  • Sustainable and efficient use of resources.

Result

  • 30,000 delighted spectators on-site.
  • A cultural highlight with international reach.
  • Extensive media presence and viral spread on social networks.
  • An emotional moment that showcased Berlin as a vibrant host city.
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Wrap up

The opening ceremony of UEFA EURO 2024 at Brandenburg Gate was not only a spectacular start to the tournament but also a cultural statement for Berlin. PxP Agency demonstrated that it is possible to combine the highest logistical requirements with artistic excellence and emotional impact. A project that not only exceeded expectations but also left a lasting global impression of Berlin.

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