Client: IWC Schaffhausen
Event: Pop Up for British Grand Prix 2024
Activation: Brand Experience
Location: Battersea Shopping Centre, London
The Brief:
We were thrilled to team up with premium watch brand IWC to design, build & deliver a pop-up brand experience in recognition of ambassador Lewis Hamilton. We were tasked to create an engaging space that featured key memorabilia spanning across Hamilton’s successful career, in anticipation for the upcoming 2024 British Grand Prix.
The Process:
The team were excited to deliver one of the larger AirClad structures, the XPO10, to house a unique and impressive experience and brand presence close to one of the IWC flagship stores in London. It was important for our design & production teams to understand the key IWC brand assets such as colours and placement of certain messages within the space, as well as providing a hospitality space with bar and small F&B areas.
The Result:
IWC Brand Experience: Housed within a 10m x 12.5m XPO10 AirClad, complete with black AirCells wrapped around the structure, the space presented IWC as a firm leader in the luxury watch brand market! The full interior fit out alongside numerous other elements used our sustainable walling system, to finish off a seamless look to the entire experience.
Bar and F&B: Built in house at PVE HQ, our team crafted a bar and smaller F&B storage areas. This area was used to welcome VIP for evening functions, as well as offering visitors drinks throughout the day for the ultimate shopping experience.
Product Display: Positioned throughout the space, we had three watch towers and a larger display box to showcase the fantastic products IWC have to offer. All built in house by our brilliant production team!
Hamilton Memorabilia: We designed & built display cases for Lewis Hamilton’s racing suite, helmet and accessories – not to mention the Mercedes F1 car that was a focal point for the space as soon as people entered!
The team are incredibly proud of the phenomenal outcome following this project, where the experience was very well received both in person and online. It was another fantastic opportunity to showcase and deliver to a significant scale our level of expertise’s outside of the world of sport and activation. Check out HERE the wide range of our interior fit out solutions.
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