The Concept

At Icebox, we take pride in crafting unforgettable experiences. Recently, we had the pleasure of collaborating with Ulterior Events to deliver an exceptional event for Molson Coors Beverage Company—‘The Manchester Experience’. Held in the basement of the iconic Victoria Warehouse, this event brought together over 200 clients for an immersive celebration of Coors.

Our role was to seamlessly integrate our expertise with Ulterior’s vision and the production prowess of Sterling Event Group. The task was to create a fully-immersive Coors ice experience, featuring internal and external branding, dynamic entertainment, and a one-night-only revival of the legendary Hacienda nightclub, all within the historic walls of Victoria Warehouse.

The Experience

In The Cellars, we designed an icy club, complete with a custom-built 4m ice bar and unique frozen entertainment, including a DJ booth made of ice and an ice shuffleboard. Low-lying fog and atmospheric lighting highlighted the branded ice sculptures, while our DJ spun entrancing house beats.

Victoria Warehouse

“Our team helped to create an evening experience for Coors and their clients which was meticulously planned from start-to-finish. The two areas of the event worked so well to create the most innovative icy setting whilst the Hacienda setup perfectly fitted with the spirit of our building. The feedback has been amazing and we hope to work with Ulterior Events, Coors and the wider team soon to plan future events.”

Molson Coors Beverage Group

“We immersed over 200 customers with Coors at Victoria Warehouse, bringing together an iconic venue, a line-up of Manchester legends and the freshest beer. Our exclusive ice bar was otherworldly with hypnotic tunes, dry ice fog, ice shuffleboard, bar, DJ booth. We then opened the doors to our ‘Hacienda’ throw back with Manchester icons Bez, Rowetta, Clint Boon, Peter Hook & DJ Paulette lighting up the stage. With outstanding feedback so far, customers experienced what Coors is all about in style.”

Ulterior Events

“An experience like this needs complete teamwork from concept through to execution. We set high standards for our supplier network and the teams from Victoria Warehouse, Sterling and IceBox were brilliant to work with. Flexible, honest and collaborative from start to finish – what a great night. Well done everyone.”

Sterling Event Group

“We loved being a part of this incredible evening and the planning process that leads to the success of the night!”