With 2023 coming to an end, we turn our attention to 2024 and open our calendars for new bookings. We also take time to reflect on the last twelve months and celebrate this year's achievements, sharing our favourite ten activations of the year:
1. Represent clothing preview activation
Shipping containers are bold in design and create a huge impact. Realising this, clothing brand Represent played on this, landing a Studio Premium shipping container conversion in the highstreets of Liverpool in September of this year, creating a buzz around the contents inside in a "just shipped in" fashion.
After a few days of creating intrigue offline and online, the shipping container opened its doors at the start of the ATHX Games North, revealing its latest 247 collection.
2. 7UP reimagined product sampling campaign
Shipping container conversions for events offer a blank canvas, which can be reimagined into almost any structure of event space.
Working alongside ID Agency, our Impact Plus customised container was transformed into "The Coolbox" to celebrate the nationwide launch of the newly designed packs of 7UP Zero Sugar. Using external cladding, the event space lost the corrugated architecture and was unrecognisable.
3. AIG 2023 Women's Open multi-container fan festival installation
The AIG 2023 Women's Open at Walton Heath was one to remember as the event hosted live music and a Festival Fan Village for the first time in the championship's history.
Thirteen Gallery and Gallery Plus shipping container conversions built the foundation of the Festival Fan Village, providing stages for golf lessons, golfing activities, virtual games, food and drink stalls, and a chill-out area.
4. Menabrea pop-up shipping container bar
August Bank Holiday 2023, The Events Structure helped Menabrea bring their incredible Italian Alpine Birra Bar to Big Feastival in Cotswolds.
Creating the structure was two Impact Plus shipping container conversions, and with external cladding, the mobile bar was transformed into an Italian Taverna. The grand design demanded attention at the event. The upper deck terrace provided the perfect seating area for attendees to enjoy a drink and relish the heightened views.
5. Genesis pop-up immersive brand experience
At the 2023 Goodwood Festival of Speed, Genesis took their brand directly to their target audience with the Pursuit Plus mobile showroom.
In a pop-up event space free from external distractions and noise, Genesis created an immersive experience reflecting the company's brand values and offering customers a glimpse into its associated luxury lifestyle.
6. BBC Radio One pop-up shipping container studio
In May 2023, BBC Radio 1's Big Weekend took place in Dundee, kickstarting the UK's event season in style, and the start of the radio station's festival tour.
Hosting a pop-up studio using a custom-build shipping container conversion for events, BBC Radio 1 conducted and recorded live commentary and social media coverage of a series of festivals. Several viral videos with famous faces from the container studio are available on social media to watch, including one from the Jonas Brothers and Lewis Capaldi.
7. Peter Vardy football sponsorship gaming activation
In 2023, our Studio Premium shipping container conversion was on a long-term hire with the Peter Vardy Group and their sponsored Scottish Gas Murrayfield Stadium in Edinburgh.
The gaming activation featured TVs and game consoles, inviting rugby fans to test their driving skills against the Scotland players.
8. Caterham FOS mobile car showroom
For maximum anticipation when unveiling their new electric concept car, Project V, at the 2023 Goodwood Festival of Speed, Caterham showcase the vehicle in our Pursuit Plus mobile showroom, creating an immersive vehicle buying space around the bold new design.
Along with learning about Project V, visitors could speak to representatives, see other vehicles displayed and buy merchandise.
9. Back to the Future activation with SUSTAIN Classic
SUSTAIN Classic was at the 2023 Goodwood Revival Festival, showcasing its innovative 80% sustainable fuel to attendees using our Gallery Plus shipping container conversion that was clad and designed to look like an 80s petrol station.
Transporting visitors Back to the Future, SUSTAIN Classic demonstrated its vision - to bring the classic car industry to the future with its product.
10. Wheel Pros pop-up exhibition unit in Germany
Our black Gallery Plus customised container and additional storage container headed to Germany in 2023 with Wheel Pros, Hoonigan and Rotiform Deutschland for the Essen Motor Show, raising awareness and selling merchandise.
The activation was the first client project to feature our new graphic tension fabric framework being rolled out in 2024.
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2023 was an incredible year for The Events Structure as we worked with many incredible agencies, brands, events and venues. We look forward to what 2024 will bring.
If you have an event planned for 2024 and require a roadshow truck, event shipping container, mobile showroom or self-drive promotional vehicle, get in touch with The Events Structure today on 0161 821 1010.