Creating an immersive design experience to celebrate the exponential growth in the past 12 months and marking a new post-COVID phase in the experiential marketing industry.

 

The Brief:

 

In response to Tremor International's acquisition of Unruly (now Nexxen) and the challenges posed by the COVID-19 pandemic, I was tasked to craft a distinctive and unforgettable experience for Unruly's clientele, as well as a wider audience. The primary objective was to reignite enthusiasm for the brand while highlighting the benefits of its integration into a larger corporate entity.

For Advertising Week Europe, the 'Unruly Lounge' was an extraordinary transformation of an empty retail space in the vibrant heart of Soho. I was responsible for the art direction of the event, directing a small team of junior designers and liaising with a third party agency, ensuring that all assets were in line with the concept and consistent with the current branding. In this way we metamorphosed this space into a branded environment, offering conference attendees a hub to collaborate, engage, network, and gain valuable insights into Unruly's leadership in Connected TV (CTV).

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Project Overview:

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• We revitalised a prime Soho retail space, accommodating more than 300 advertising executives over a span of three days.

• The space required a complete make over including design of signage, outdoor area and display windows, indoor lighting installations, bar and snack area.

• This space served as a multifunctional hub, providing a workspace, dining area, a place to recharge, and opportunities to connect with industry peers.

• The Unruly 'connected living room,' an interactive CTV experience, was also designed from scratch and brought to life within the lounge, adding an immersive layer to the event.

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Project Results:

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• The Unruly Lounge drew more than 300 attendees, making it a resounding success in terms of engagement and participation.

• We witnessed an impressive 320% increase in website visits, a testament to the effectiveness of our design approach in raising brand awareness.

• The event facilitated 42 meaningful meetings over the course of three days, demonstrating the value of this unique brand experience in fostering connections and collaboration within the industry.