STRUCTURED APPROACH
Ever wondered just what you could create with a marquee or temporary
structure? Discover a raft of best practice examples and learn how
some big brands have used temporary structures creatively
Creative comms and live events agency, Crown delivered Citroën’s stand at
Goodwood Festival of Speed. Crown commissioned DMN Design Build for the
construction elements, which resulted in a 500 square metre, two-storey
stand allowing 360 degree access, housing both the Citroën and DS brands.
The 7.5-metre high stand hosted a VIP hospitality area where visitors were
able to enjoy the view from an open-air balcony.
Creator planned and delivered 13 events across the UK for BBC Learning
using a variety of branded dome structures to create a vibrant event site. The
BBC Make It Digital Tour was live in a different location each weekend, so the
temporary structure solution had to fit the extremely tight logistics schedule.
Creator utilised Creative Structures’ Aluminium Hexadome and Total Displays
Crossover domes, which were joined together to create larger event
structures. Two X-Gloo inflatable domes from Skywalk were also joined
together at the event to create a larger footprint.
Arena Group showcased a new roof system at Goodwood Festival of Speed
when it was contracted by Rapier to install a structure for Renault. The
automotive giant’s stand at the show’s Moving Motorshow featured the brand
new spaceframe roof system, which enables Arena to offer clients wider
structures without central supports or additional bracing. The Renault stand,
which measured 11-metres high and stood 20m x 20m, also featured a fourmetre high and 150 square metre mezzanine with split levels and giant
screens built into the walls.
GL events recently gave Disney’s Cinderella movie the fairytale treatment by
creating an exhibition hall in the middle of London’s Leicester Square for a
“behind the scenes” insight into the making of the film. The Disney Cinderella
Exhibition Presented By Swarovski gave visitors the chance to discover
original props up close, as well as detailed costumes. The main exhibition
featured within an Absolute Eclipse structure, spanning 600 square metres
with an additional 150 square metres dedicated to a shop for visitors to
indulge in movie memorabilia. Both temporary buildings were completely
wrapped with Cinderella branding.
Royal Ascot organiser called upon The Halo Group to create a two-tier
Champagne bar at the iconic horseracing event. To achieve a high-end look,
Halo Group used its Halo modular system to create a 15m x 5m structure
with a second tier viewing platform. Glass balustrades, polished chrome
handrails and kickers and an arctic white stretch marquee finished off the
look.
Jägermeister has invested £1 million in experiential activity – the drinks
brand revealed a touring Jägerhaus at Field Day festival in London, which will
visit festivals up and down the country. The Jägerhaus has been designed and
created by agency Frukt with the help of Peachy Productions and Mar-Key
Group. A bespoke 10m x 10m aluminium framed structure on a six-metre leg
was manufactured by Mar-Key Group. A mezzanine floor was installed at
three metres to create a lightweight double deck structure that was quick to
erect. In addition, the structure has a lean-to element, which allows the main
roof beam to extend to ground level, thus creating the overall look.
Jägermeister launched the activity in a bid to drive consumer engagement
amongst its core audience of 24-35-year-old male consumers.
The Event Business contracted Losberger to supply a 30-metre Palas event
structure for its client Jaguar Land Rover. The two-storey event structure was
raised on a scaffold base at Goodwood Festival of Speed so that it met the
levels of the Jaguar Land Rover Experience track on one side of the structure
and exterior decked display areas on the other. Losberger installed bespoke
interiors including column covers, soffits, ceiling linings and large format
graphics. Jaguar Land Rover required a bigger structure than was used in
previous years.
TRO designed an innovative fan experience for Nissan at the UEFA Champions
Festival at the Brandenburg Gate in Berlin. The agency turned an off-the-shelf
TSG structure into a bespoke experience that brought to life Nissan’s brand
values and stood out, attracting thousands of football fans that were visiting
the experience. The top of the structure was designed to incorporate
complex LED mesh lighting on the outside as well as LED flooring on the
inside.
Agency Whynot created a 12 metre-high Strongbow Tree – the experience
formed part of the cider brands’ activation at Parklife and Isle of Wight
festivals. Whynot engaged Quintessential Promotions to create the structure,
which featured a golden apple DJ booth at the top and viewing platform
around the trunk.