Epic House Party

BRIEF

Immersive music experience operator, Elrow, and the giant Dutch Brewing Company, Heineken/Desperados, worked with creative agency, We Are Pi and global brand agency, Jack Morton to present the world’s largest crowdsourcing party with an emphasis on creating an environment that championed inclusivity and fun for all who attended.

SOLUTION

The record breaking party was hosted at Magazine London, with headliner Skream performing a five hour set. 3,000 partygoers made full use of the venue, surrounded by breathtaking views of Canary Wharf.

EXPERIENCE

The vast amount of space on offer at Magazine London meant that the venue could be transformed to meet the imaginations of Elrow and Heineken/Desperados, ensuring the event met its full potential and showcased an exciting and fun image for the brands.

The entrance to Magazine London underwent transformation using set builds and projection mapping to replicate the front of a house. Both main spaces and mezzanine levels were utilised to accommodate six bars (including an bespoke octopus inspired bar), trampolines, street food stalls, a bubble walk, a human disco ball and a two storey stage set.

TESTIMONIAL

“Recently we created a truly epic brand experience for our long term client Desperados at the brand new venue Magazine London.

 Desperados are always pushing us for what is possible creatively and technically, which can be incredibly challenging for our chosen partners.

 It was an absolute pleasure working with the Magazine London team on this project, no matter how challenging (or crazy) our proposals, or the ridiculously short turnarounds requested, the team at Magazine London were always highly positive with a ‘how can we make this work for you’ attitude, a breath of fresh air considering the approach of some other venues.

 Special thanks to Jo, Jodie, Ella and Simeon who worked so hard to deliver an incredible end product under some, occasionally, trying circumstances.”

 Senior Producer, Jack Morton