After an absence of nearly five years, the Brompton Bicycle World Championships made a welcome return to London over the weekend, taking over Coal Drops Yard in Kings Cross with Via-Atelier.
The event spanned the entire weekend from Friday, 21st June to Sunday, 23rd. It featured the iconic BWC race set on a bespoke circuit, held alongside the Via Criterium circuit race at the first edition of the London Cycle Festival.
Founded in 2006 in Barcelona, Spain, before relocating to England in 2008, the Brompton World Championships is a unique race, starting with riders sprinting to their neatly arranged folded Brompton bike. Once uncovered, the race begins.
While speed isn't the sole focus, endurance reigns champion as participants tackled the course on bikes designed for urban commuting rather than racing. Participants were dressed in semi-formal attire, paying homage to Brompton's commuter heritage.
At the cycling event was the BCW festival zone with an array of activities awaiting fans of all ages, from entertainment to culinary delights, test rides to exclusive merchandise. Here, two of our Impact Premium customised containers were adjoined to provide a branded presence for Brompton, a vision of Bigger Agency.
The Impact Premium shipping container conversion upper deck terrace provided "the best view to watch the race" while the lower containers housed official Brompton merchandise and a presentation area to demonstrate how to unfold and fold a Brompton.
The container activation was brightly branded, demanding attention from all, no matter how fast cyclists passed. The bold graphic wrap provided the perfect backdrop for Instagram imagery, ensuring customer reach went beyond the event.
Impact Premium at events
The multi-deck Impact Premium customised container is a great choice for sports brands looking to create a stand-out festival or fan zone activation. An evolution of Impact, Impact Premium provides a blank canvas to create something special that reflects the event for maximum awareness and anticipation.
The sheltered upper deck of the shipping container conversion provides a viewing area for the event, giving customers a reason to stay at the application and create memories with the brand, come rain or shine.
Customised containers are a smart way to reach your target audience, connect with customers, create a memorable experience, generate intrigue, stand out against the competition and generate brand awareness.
For more information on shipping container conversions or other temporary structures as a festival or fan zone application, please contact The Events Structure team on (0161) 821 1010.