An Experience Zone takes the format that works in a dedicated venue and fits it into part of one that is already trading. The Copenhagen opening is the first of these, built into a floor that previously sat idle outside peak hours.
The zone runs alongside the existing bar rather than replacing it, so the venue keeps its regular trade while adding a reason for groups to book ahead. Staff were trained on the games in a single day.
Early weeks have been busiest in the after-work slot, with groups of six to ten arriving before dinner. More Experience Zones are planned across the Nordics through the year.
