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experiential agency
Stella Artois
Stella Artois: The Clay Bar
At Roland Garros 2026, WINK transformed Stella Artois' hospitality into an immersive rooftop experience where guests were invited to leave their mark-quite literally.
CRAFTED FROM CLAY
Roland Garros is defined by its clay. Every slide, every footprint and every rally leaves a mark on the court.
WINK transformed that defining characteristic into the creative foundation of the Clay Bar. Rather than creating another premium hospitality space, we designed an experience where guests became part of the story - encouraged to embrace the clay, leave their mark and wear the experience with them.
In an era increasingly shaped by digital experiences, the Clay Bar celebrated something refreshingly tangible: real materials, real craftsmanship and real human interaction.
DESIGNED TO LEAVE A MARK
The creative ambition extended far beyond the concept.
The rooftop became a fully immersive environment where clay wasn't simply a visual reference—it became the material language of the experience. From the sculptural hero bar to architectural elements, furniture and tactile details, nearly every surface reflected the texture, warmth and imperfections of Roland Garros' iconic courts.
Every design decision reinforced one idea: if guests were invited to leave their mark, the world around them had to feel authentic enough to receive it.
CREATIVE EXCELLENCE,
BUILT BY HAND
Bringing the Clay Bar to life required the same level of craftsmanship that inspired it.
Design, production and storytelling worked as one discipline, transforming a Paris rooftop into an immersive hospitality destination. Every detail was carefully considered to create an environment that felt timeless, premium and unmistakably Stella Artois - without relying on digital spectacle.
The result was more than a venue. It became a physical expression of the brand's belief in meaningful, shared experiences.
BUILT TO BE SHARED
Every angle, texture and interaction was intentionally crafted to become content. From the sculptural clay bar and immersive installations to the sweeping Paris skyline, the space offered an endless backdrop for creators, photographers and media alike. Throughout the week, athletes, creators and global personalities including David Beckham and Maria Sharapova turned the Clay Bar into one of Roland Garros' most photographed destinations.
More than a hospitality space, it became a Content Megahub where every visit generated new stories, extending the experience far beyond those who attended.
