Transforming 175 years of history into an experience that transcended time.

A legacy turned into experience

The commemoration of CCU’s 175th anniversary emerged from the context of a company that has been part of Chile’s social and cultural life for nearly two centuries.
At a moment when brands and their relationships with the community are being redefined, CCU sought to celebrate its legacy not only as a corporate milestone, but as an expression of the country’s collective memory.

The celebration was conceived as an ephemeral stage experience that narrated the company’s story through a sensory and emotional journey, where the analog and the technological coexisted in perfect harmony.

 

Comprehensive design and emotional narrative

The creative concept was inspired by cultural, social, and behavioral values.
These elements shaped an integrated design that combined reinterpreted scenographic techniques with bespoke technological developments, creating a contemporary language that connected past, present, and future.

The challenge was to condense 175 years of history into a three-hour event, achieving a clear, emotional, and transcendent narrative.

The key was transforming archives, objects, and memories into a living story that invited guests to embark on a journey through time, reaffirming CCU’s role as an essential part of Chile’s cultural fabric.

CCU set a clear objective: for the celebration to demonstrate excellence, transcendence, and memorability, turning this milestone into an unforgettable event that reaffirms both the legacy and the future projection of the company.

 

An experience designed from emotion

From conceptual development to final production, we led an integrated design process that shaped an event combining history, emotion, and innovation.
A proposal where visual storytelling, spatial design, museography, audiovisual production, sound design, and interior design converged into a single cohesive experience.

 

Stage Design

The Arrival

A path lined with iconic elements from CCU’s visual and material universe welcomed guests to the venue.
The route led to an arrival plaza, inspired by the historic Limache brewery, and then into an immersive tunnel that transported the audience back to the origins of beer — the barley fields — through light, sound, and scent.

 

CCU Gallery

A space to relive history.
A museographic installation showcasing heritage objects, analog graphics, and archival audiovisual materials, accompanied by a large beer bar that brought together CCU’s diverse product portfolio — inviting guests to reconnect with the company’s origins and its brewing tradition.

 

Ceremony

A space looking toward the future, designed to evoke inspiration and celebrate CCU’s legacy.
An immersive stage experience featuring a live musical performance by more than 30 musicians, accompanied by audiovisual compositions that told the company’s story and projected its vision forward. The evening culminated in a collective toast and the opening of a bar showcasing CCU’s full range of product categories — sealing an experience that united art, emotion, and a deep sense of belonging.