|
An experience celebrating Premier League football club Liverpool has moved to Chengdu, with a trio of club legends welcoming the touring exhibition to its new location
Tom Anstey | Planet Attractions | 08 Jul 2024
John Barnes, Robbie Fowler and Vladimir Smicer Credit: Liverpool FC
Three legends of the iconic Liverpool football club have welcomed a touring immersive experience based on the British Premier League outfit to the Chinese mainland.
Called “Welcome to Anfield – The LFC Experience”, former Liverpool players John Barnes, Robbie Fowler and Vladimir Smicer met with fans at the Taikoo Li Chengdu shopping centre to showcase the interactive Anfield experience, which offers a range of unique opportunities such as walking through the iconic Shankly Gates and the players’ tunnel under the world-famous ‘This is Anfield’ sign. There will also be a chance to take pictures with trophies won by the club over the years.
The exhibition is free-to-visit and represents a collaboration between Liverpool and Swire Properties, utilising Swire’s collection of shopping centres across the Chinese mainland and Hong Kong to host the experience.
According to Liverpool, the partnership with Swire is part of the club’s “ambitious plans” for international growth, which also includes an official retail partnership with All Star Partners in China.
“We’re really excited to collaborate with Swire Properties to create this interactive, fun, entertaining and memorable series of events for LFC supporters in China and Hong Kong,” said Ben Latty, Liverpool FC commercial director.
“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that.
“It’s also incredibly important that we take the opportunity to engage with those international supporters who may not get the chance to experience Anfield for themselves – so we’re bringing The LFC Experience to them.”
The Welcome to Anfield tour will remain in Chengdu until August 1, where it will travel to Hong Kong’s Cityplaza and remain there until September 2024.
IP and Brands
|
|
Supplier Showcase 2025: The biggest attractions projects landing worldwide this year
|
