Brief
British Land, one of the UK’s leading property companies, wanted to host a Summer of Sports campaign across their three campuses: Regent’s Place, Paddington Central and Broadgate. Each campus had undertaken recent development works to update the public realm.
The developer therefore wanted a creative agency to produce a campaign of activity that would re-inform and re-engage surrounding occupiers with these spaces.
British Land wanted a fun, lively and inclusive activation that would appeal to all tenants and encourage them to engage with the MyCampus App and website. The company also wanted sessions to be bookable through the app, to drive awareness and showcase what was on offer.
Alongside this, the activation also needed to encourage socialisation amongst the workers within their own companies, while also encouraging integration amongst companies on campus.
What we did
We Are Placemaking worked collaboratively with British Land to deliver their Summer of Sports campaign in the form of a competitive socialising activation. We installed a two-lane Shuffleboard activation as it was the perfect team game and hadn’t been seen before on the campuses. Situated within the outdoor public spaces, this activation was toured between all three locations over a six-week period.
We wanted to ensure that the overarching colour scheme was bright and vibrant, and it was imperative that the activation felt unique to each location. Each campus had their own brand and colour guidelines which we made sure was included within each design. Elements such as the planters and welcome desk were the same vibrant orange throughout to match the overarching campaign branding and to also complement each design. The fresh, green foliage in these planters was also a welcomed addition.
In addition to the fabrication of the lanes and other event infrastructure, we also oversaw the running of the live event campaign over its six-week period. Event managers remained on site at the activation and engaged with tenants – encouraging them to play and use the booking system via the MyCampus App.
It was great to collaborate with British Land on this exciting campaign and we thoroughly enjoyed enriching the public realm within each campus for the summer period.
Deliverables
Concept Visualisation: Designing and visualising the overarching Campaign concept and creating bespoke designs for the infrastructure at each location; this included the lanes, the tennis tables and gazebo.
Event Production: Liaising with the client throughout, developed and managed the event budget plus ensuring documentation was created and in place.
Supplier Sourcing & Management: Liaising and managing suppliers during the fabrication process and advancing phase of the project.
Live Event Management: Ensuring the live event phase ran smoothly from start to finish.
