Football fans and experience seekers alike are invited to step into a unique, Japanese-inspired pop-up event as Japan’s #1 Beer, Asahi Super Dry, takes over The New Cross in Manchester (M4 5ET) on Saturday 18th & Sunday 19th April ahead of Manchester City’s season-defining fixture against Arsenal – the Gunners currently sit six points ahead of City at the top of the table having played a game more, with City’s 3-0 win over Chelsea last weekend meaning that a win at the Etihad would put them in a commanding position for a shock last-minute overhaul of Arsenal’s long-running lead.
Intriguingly, Asahi Super Dry is both the global partner for Manchester City and the official beer partner for Arsenal, so there could be some divided loyalties as the brand reimagines the venue as a vibrant Tokyo-style backstreet ‘Unique Experience’ space, with the two-day takeover representing a celebration of football culture, fashion and fandom.
The eagerly awaited fixture will take centre stage with a live panel discussion held on the Saturday afternoon, featuring further divided loyalties from legendary Arsenal and Manchester City midfielder Patrick Vieira, and Manchester City Women’s 3x WSL winner Steph Houghton. The session will bring together some of the biggest names in football to “celebrate how fashion and style shape match days and make way for personal expression.”
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A live graffiti wall will evolve throughout the event, inviting attendees to leave their mark and contribute to a growing piece of fan-led artwork. Fans will also have the opportunity to customise their own jerseys, with renowned designer Navinder Nangala, who created the exclusive limited-edition jerseys for the event, on-site to customise the pieces live.
Available on a first-come, first-served basis, this is a rare chance for attendees to own a truly one-of-a-kind design, before stepping into a dedicated photo studio to capture their elevated new garments on camera, one of several personalised mementoes to take home.
Guests will have further opportunities to express their style in a bold and playful way, with nail art and tooth gem stations just some of the other interactive experiences available across the days.
A live DJ will soundtrack both days, promising high-energy sets inspired by Tokyo nightlife to keep the atmosphere going from day into night. Fans will also be able to enjoy Asahi’s full range of chilled alcoholic and non-alcoholic beverages, with Asahi Super Dry and Asahi Super Dry 0.0% served from a custom-built bar throughout the event – presumably in bottles for the Arsenal fans.
Richard Whitty, director of Asahi Super Dry & portfolio brands at Asahi UK, commented: “With such a monumental fixture on the horizon in the Premier League title race, we wanted to create a moment that reflected the energy and excitement around it, whilst bridging the gap between sports and culture, to bring a truly unique experience to Manchester. Some of the most experienced and influential voices for both clubs, a range of interactive elements and of course the fans, brought together to enjoy a cold Asahi Super Dry, felt like the perfect way to mark the occasion. We can’t wait to welcome everyone to their very own piece of Tokyo in Manchester.”
The pop-up will be open from 14.00pm-19.00pm on Saturday 18th and 12.00pm-17.00pm on Sunday 19th. You can use this link to sign up and secure tickets, with spaces allocated on a first-come, first-served basis.
