Brief
To design, build and install a brand activation area at Advertising Week Europe.
ESI Media
Event Type:
Brand activation
Client Sector:
Media
Location:
Picturehouse Central
Services Provided
- 3D design
- 3D visualisation
- Custom scenic build
- Art working and print
- Onsite installation
The Challenge
The client wanted to bring a clothing swap up incitive to the event, and required a space where items could be displayed, tried on, and exchanged. The design needed to define an area but remain inviting, provide plenty of storage for items, and be visually striking to attract attention.
The brief from the client was limited, but there was a clear overall feel which was to be semi industrial to tie into the venue, and replicate the feel of a trendy high street store.
We submitted a design which included custom storage units, clothes rails, mirrors, walls and signage. Space was limited so we incorporated the venue concession stand as the till point with additional branding, and existing confectionary displays were utilised.
Access to the venue is limited and careful thought had to be given to make sure that the wall sections would fit into the venue.
Absolute have been an excellent partner for WFA’s physical events around the world for many years. We were delighted they were able to deliver the same levels of professionalism as we made the transition to a fully virtual conference in 2021.
ROBERT DREBLOW | GLOBAL HEAD OF MARKETING SERVICES, WFA (WORLD FEDERATION OF ADVERTISERS)
The Results
Our design was approved, and the client was really happy with our proposal, supporting documents and budget to produce the activation. All items were constructed, and packaged ready for shipping. Sadly the activation was not installed, as the event was cancelled due to the emerging Covid 19 pandemic.
