Brief
We were approached by Belgravia London to host the return of their ‘Summer of Sport’ – a month-long event where guests can enjoy open-air screenings of Wimbledon and The Ashes, as well as iconic movies. The screenings take place in Eccleston Yards – a quaint courtyard nestled behind the hustle and bustle of Victoria Station.
The yard is home to boutique restaurants, shops, bars and fitness centres, which are highly frequented by local residents. This makes Eccleston Yards the perfect location for outdoor screenings, which in turn enhance the space and drive footfall to the public realm.
What we did
We Are Placemaking started the process by working with Belgravia to identify the pros and cons from previous versions of the event, and explore how we could progress forward for the 2023 installation.
The task was to drive more footfall to the area and also to create more engagement with local residents and promote more of a return visit to the area.
We collaborated with both our suppliers and the teams on-site to create a welcoming setting in front of a grand truss structure screen that made it easy for all guests to enjoy the sport that was shown throughout July.
We provided continual on-site management throughout the month-long event, which allowed us to cater for the spectator’s needs. The changing of courts to show favoured players, for example, allowed for a more interactive experience for attendees, especially during the busy live final stages.
This year, the event benefitted from a well-known sponsor, which we weaved seamlessly into the process. ‘Summer of Sport’ had a high turnout for both sport and film screenings, with a 20% increase in footfall compared to the previous year.
Throughout July, the Belgravia website achieved over 62.6k website sessions – an increase of 20% year on year.
Deliverables
Event and Production Management: creating a creative design deck, developing a budget and producing a detailed production schedule of the event.
Stakeholder Management: liaising with the client and the public realm stakeholders.
Logistics Management: creating a sound logistical plan for the installation and de-rig of the event, and working with multiple suppliers.
Sourcing and Management of all suppliers: daily consultation, management and ownership of the supply chain.
Find out more about our London Placemaking projects, as well as our projects across the UK and beyond.
