Peter Schmidt Group


Not elitist – just crazy about football.

How we brought the ambience of the St. Pauli neighborhood into the Astra suite at Millerntor Stadium.

In Hamburg or anywhere in the world, customers who choose a bottle of Astra are not just ording a beer – they’re buying a piece of the St. Pauli neighborhood flair. The brand emphasizes this aspect in all of its communication measures, but it hadn’t yet been applied to the brand’s luxury box at Millerntor Stadium. We stepped in and decorated the suite in the style of a flat shared by a bunch of football fans. Now the box is just as clamorous and rowdy as the beloved Astra brand.

The nearly 70-square-meter space was designed to be idiosyncratic, open and honest, with a creative an non-conformist energy. From the wallpaper to the comfy sofas, we gave the space the kind of coolness and patina that are typical of Hamburg’s St. Pauli neighborhood. The wallpaper, for example, features a pattern that quotes the shape of the Astra bottle and exudes a retro vibe. The pimped up luxury suite is now the kind of place you want to settle down in for a long chat with friends over a bottle (or two) of Astra beer.

Awarded with:

Corporate Design Preis 2018 – Nominee
ICONIC Awards 2018 – Selection
DDC Good Design 19, Spaces – Nominee


When it was first created by Bavaria Brewery in 1647, Astra was still called “Bavaria Beer.” It was rechristened “Astra Urtyp” in 1909, and the name is a perfect fit for Hamburg.

Astra has always been associated with the way of life in Hamburg’s St. Pauli neighborhood, where it also owns the biggest luxury suite at Millerntor Stadium – the home of iconic football side FC St. Pauli since 2008.

"Now that we’ve experienced a few games here, it’s clear that we have exceeded even our own expectations. After the final whistle, guests from the other loges like to come and hang out in the Astra box."

Oliver Piskora,
Senior Brand Manager, Astra

"The new Astra suite features table football and pong as well as a cool music program that makes our VIP area better than ever."

Martin Drust,
Leitung Marketing & Vertrieb, FC St. Pauli

"We created the perfect atmosphere for hanging out with your best friends: you can watch football and grab a beer from the crate every now and then."

Steven Cichon,
Director Brand Spaces, Peter Schmidt Group
This website uses cookies and Google Analytics to improve your user experience.  Individual privacy protection settings
I agree