To host a global audience of retail partners in an environment that was relevant to the brand, and provide a platform for a concept vehicle reveal, informative presentations and entertainment.
Sensory experiences offer greater engagement.
In order to host an iconic retail conference you need an iconic venue to match. We chose, the spectacular Battersea power station; one of London’s landmark buildings. The power stations vast size and high visual impact would provide the perfect backdrop to host 1,700 delegates from around the world.
From the moment the first delegates arrived, they were welcomed on site by free runners, break dancers and musicians, creating a high-energy and exciting atmosphere. Guests were escorted into the venues boiler house, where they were greeted by a champagne reception and urban art from some of the UK’s finest artists.
As the evening progressed and the night descended on Battersea, the guests heard a presentation from Land Rover over dinner, before the final story was unveiled in the power station’s enormous exterior atrium.
Guests gathered outside on the viewing deck of the boiler house, where they witnessed the use of 3D projection mapping on to the industrial architectural facade to tell the story of “when two icons meet”. The high-tech images and bright colours were beamed onto three walls of the power station, accompanied by a laser spectacle, a theatrical soundtrack and a 1200m² pool of water which reflected the content. The excitement within the atrium rose as the story un-folded, leading to the reveal of the new Defender DC100 from Land Rover.