The Famous Grouse Clubhouse Activation

YourScene was appointed to oversee the complete end to end pre-production and operational delivery of the Clubhouse activation. The team’s comprehensive remit spanned the initial graphic, spatial, and interior design through to material sourcing, brand installation, and full activation site implementation. Working in close collaboration with key stakeholders, including the SRU, Elior and various other suppliers, YourScene managed critical site visits, documentation, council liaisons, licensing, and full health and safety compliance, including detailed RAMS, structural design oversight, and contingency planning.

On-site, YourScene meticulously planned the build, install, and derig running orders ensured flawless venue preparation, power and Wi-Fi infrastructure, and carbon management across a complex, high-profile sporting event. The team directly impacted the journey of thousands of attendees by managing full bar operations, stock logistics, security, and a dedicated Front of House team. Furthermore, a key part of the project involved the high-touch management of VIP guests, supported by bespoke menu and comp card creation, seamless payment processing, and rigorous staff training and briefing protocols to ensure a flawless guest and stakeholder experience from arrival to departure.

“The team has done an absolutely exceptional job for TFG, I could not have asked for a better agency to work with. Thank you again to all of you for making it a pleasure and for helping us feel all is in fantastic and safe hands. You should all be VERY PROUD of what you have created, delivered and looked after. Well done.”

–

Marketing Manager

Situated in the West Fan Village at Scottish Gas Murrayfield in Edinburgh, the Clubhouse featured a double-story container and an expansive stretch tent, supported by a custom suite of branded benches, ballast tables, cafe barriers, and bespoke recycling units. To drive footfall and maximise dwell time, YourScene integrated an outdoor screen for live match coverage, paired with a high-performance PA system to bypass stadium audio dead-zones and curate the activation's signature high-energy atmosphere.

Visual prominence was maintained via digital TV menu screens behind the bar and high-impact, upper-level lightboxes that ensured the structure stood out across the venue landscape. The upper container level was transformed into an exclusive VIP area, the tallest structure in the village, offering premium guests a sheltered environment complete with dedicated server care, complimentary hospitality, and localised POS infrastructure for a seamless, self-contained journey.

The Clubhouse blended heritage design, oak finishes, and vintage photography with premium hospitality touches, including high-end snacks and a bespoke recycling unit. To optimise space, the VIP lounge opened to the public via a social media for access mechanic during early hours, before resetting to an exclusive host and runner service prior to kick-off.

Fan engagement was further supported by highly popular mascot visits by Gilbert The Grouse, which were delivered under strict, compliance-focused safeguarding protocols and challenge 25.

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