Before all the Covid craziness, DesignScene were lucky to travel and create amazing events in a wonderful variety of countries, cities, and environments. Now we’re seeing the world slowly tilt back onto its proper axis again, there are more opportunities than ever to make what we do impactful, engaging, and inclusive.
So, how can brands create experiences that pack a punch and are locally relevant for different audiences in different locations? There are two parts of the puzzle to consider: the audience experience and the physical build.
Craft an inclusive audience experience
Consider how your activation will connect with a multi-site audience. All event attendees require an emotional connection when they engage with your event so it’s important to craft it the most accessible way possible. You can create emotional responses that transcend culture and language differences by tapping into innate human needs and desires.
At DesignScene we always try to engage as many different senses as possible through multiple touchpoints to make our events memorable for everyone. We did just that with our activation for the launch of AMC’s new TV show, The Terror at multiple entertainment tentpole events across the USA. We created a 360-degree sensory experience using elements like freezing cold air blasts, the sounds of creaking ice and a snow machine to enhance projection mapping. With the whole experience designed to fit neatly within a single shipping container but delivered maximum emotional impact.
Supporting disabled access with good pre-planning and expert knowledge is vital. Physical access to most venues should be a given but, if you have a lot of written or spoken content use sign language interpreters or audio captions so that all your attendees are catered for. And don’t forget the use of colour in signage for visitors who may be visually impaired. After all, the more inclusive an activation is, the better reach and bang for the buck your you will get!
In fact, designing experiences that are accessible first generally enhances them for the masses too.
Building events without boundaries
If you’re planning multi-site activations then considering how the set will travel is imperative an designing your activation with this in mind from the outset is integral. Use an event producer with exception global and local knowledge, lean on their networks to deliver your brand activation.
When designing a multi-site activation there are some key considerations to think about with your event production agency:
1. Create design hooks that will translate seamlessly from large to small scale depending on the location and configuration of your set. Then design elements which can be adapted to the local language quickly and inexpensively.
Our ITV House container build has been used in Cannes at multiple tentpoles over several years and was then translated to a small scale-activation at ATF in Singapore too. We used the same design language, but it was manufactured and installed by great local vendors ensuring ITV really maximised their investment.
2. Build a modular set from durable, premium and sustainable materials which can be easily stored and withstand transportation. While the investment may be greater upfront, you will be able to spread the cost over multiple activations.
For the PepsiMax LIVE FOR NOW UK roadshow we created a 40’ x 40’ black box outdoor installation that took consumers on an immersive journey through the different flavours that make up PepsiMax. The installation housed a multitude of experiences including an infinity mirror room, motion sensing video walls, interactive video flooring, rain curtains and aroma machines. This modular design is easily transportable and accessible.
3. Consider your events environmental impact. While trucking across the globe isn’t ideal it might still have less of an impact than re-building the experience from scratch using virgin materials in each market. Do an impact assessment and make the smartest choice for your budget and the planet.
The DesignScene team love to activate at global events, but we can only deliver successful projects because we’ve invested in developing a real understanding of different markets and built local knowledge and experience.
We pride ourselves on the expertise we’ve built by actively seeking out great local talent to support and guide us. In many cases, these vendors have gone on to become long-term extended team members and friends.
If you are considering a multi-site activation and need impeccable design combined with tactical on the ground local support, get in touch.
