As 2024 ends and our 2025 calendar becomes inundated with new bookings, we reflect on the last twelve months and celebrate this year's achievements.
You can download our "Latest Work 2024/25" brochure for this year's success stories and event inspiration for 2025 here.
From our BBC Radio 1 & BBC Radio 2 custom-build container hub for live commentary to our multi-container activations for Hoonigan and Skoka, from the NYX professional makeup studio trailer to the BYD pop-up car showroom, 2024 has been an incredible year for The Events Structure, working around the UK and Europe with recognised brands and agencies.
Here are our top ten activations of 2024:
1. BBC Radio Two custom-build live commentary shipping container hub
Featured in our yearly "Top Ten Event Structures of the Year" list for a second time running is the BBC Radio One shipping container hub - however, this time, with a little makeover for BBC Radio Two in the Park.
Similarly to 2023, BBC Radio One toured the UK festival scene with the custom-build shipping container hub, activating at BBC Radio One's Big Weekend, Parklife Festival, TRNSMT, Glastonbury and more. The final installation at BBC Radio Two in the Park saw the container hub rebranded with BBC Radio Two graphics.
Branded in splashes of pinks and oranges, the container hub was a standout. The pop-up radio studio conducted and recorded live commentary and social media coverage of BBC Two in the Park. Several viral videos with famous faces were filmed from within the custom-build, including celebrities Pixie Lott, Kim Wilde, Vernon Kay and Travis the Band.
2. Gallery Plus jelly makeover for E.L.F pop-up activation
Our Gallery Plus shipping container had a jelly makeover for the E.L.F Jelly pop-up activation in Covent Garden earlier this year.
Megaflatables wrapped the shipping container conversion in a custom red inflatable, giving it a jelly-like appearance to complement the new product range. The inside of the container had a bold red interior and was sectioned into rooms. Guests could grab a pick 'n' mix of jelly sweets and win products from the new Jelly Pop collection.
The experiential activation proved that almost any event design is possible when working with shipping container conversions for hire.
3. Brompton Bicycle World Championships shipping container fan zone
After an absence of nearly five years, the Brompton Bicycle World Championships returned in 2024, taking over Coal Drops Yard in Kings Cross, London.
To drum up excitement and make a statement, Brompton Bicycles hosted a fan zone at the event. Making the structure were two Impact Premium customised containers adjoined and branded to provide a bold presence. The upper deck terrace provided the best view to watch the race while the lower containers housed official merchandise and a presentation area to demonstrate how Brompton Bicycles work.
The bold activation is a showcase of how fan activations add benefit to a sporting event.
4. Pursuit Plus car mobile showroom tours with BYD
Summer 2024 saw our Pursuit Plus mobile showroom tour the UK car scene with BYD, visiting Boardmasters, the British Motor Show and CarFest.
From sleek car displays to interactive gaming experiences, the mobile showroom immersed visitors in the brand, creating memorable and shareable moments that embodied BYD's innovation and family-fun brand values. Visitors could enjoy a car karaoke session in BYD Dolphin, a DJ lesson with DJ Lindy, FIFA games consoles, hair braiding and glitter tattoos, grab machines with dolphin memorable, table football and more.
Along with the interactive games, BYD showcased the SEAL U SUV, the YANGWANG U8 SUV and the YANGWANG U9 Supercar vehicles.
5. Arla Jörđ customised Nordic kitchen container
Arla Jörđ transformed our Impact Plus container bar into a Nordic Kitchen, opening its doors at the Edinburgh Fringe Festival, Boxpark Shoreditch and Big Feastival.
The container bar was designed to look like a Scandinavian home with two sides decorated in wooden panels and the stairs with ivy to reflect the natural ingredients. Representatives handed out oat drink smoothies, coffees and granola to festivalgoers.
Shipping container bars are a smart way to reach your target audience and connect with customers. Through design and branding, Arla Jörđ successfully created a memorable brand experience, generated intrigue and stood out against the competition.
6. Iridescent vinyl-wrapped container activation captivates
Amazon Music +44 returned to Rockstar Energy Presents Wireless Festival in 2024 for a stage takeover. Backstage was our Impact Premium customised shipping container used as a stage to film and capture exclusive content.
DJ Cuppy interviewed stars such as Sean Paul, Strandz, Ruger, Vanessa Bling and Newmuzz after their on-stage performances.
What made this activation stand out was it was wrapped in iridescent vinyl. The vinyl changed colour in different lighting, subtly demanding attention on-site and in transit.
7. James Latham and EGGER roadshow truck UK tour
For the release of EGGER's latest collection, James Latham, a key distribution partner in the UK and Ireland, went on a nationwide roadshow tour visiting eight depots using our Discovery exhibition trailer.
The roadshow truck was branded internally and externally with specially curated displays throughout the vehicle, samples and opportunities to meet the Egger ream and discuss individual project requirements.
The event gave customers a unique opportunity to experience the new finishes firsthand and discuss individual projects - an opportunity that wouldn't be as successful if not face-to-face.
8. Standout shipping container activation at TCS London Marathon for New Balance
In 2024, a record number of people entered the TCS London Marathon, one of the most popular marathons in the world. The route takes in many of London's best landmarks, including Cutty Sark. It's at this point of the race that the crowd surges in size and volume, and where New Balance, along with SportShoes.com, hosted their brand activation.
The official footwear and apparel partner, New Balance, along with SportShoes.com "brought the energy with tunes, prizes and alll the good vibes" to the race with our Statement Premium shipping container cluster.
The spectacle demonstrated how shipping container conversions help brands stand out against the crowds, even when the event is as big as the TCS London Marathon.
9. Skoda multi-container brand presence at Silverstone F1
As the official car partner for Silverstone, Skoda had a multi-container brand presence at the fan zone with an activation consisting of two Gallery customised containers on either side of an Impact Plus.
One of the Gallery customised containers housed the 1957 Skoda 1100 OHO Red Racer classic, the other a photo booth where fans could get their picture in a GT racer.
The Impact Plus container included the racing simulation game Gran Turismo where their Skoda Vision Gran Turismo is featured. The gamification of their Impact Plus shipping container activation attracted crowds, provided a talking point and created memorable branded experiences.
10. Personalised Topps Turbo Attax cards F1 container activation
As the official licenser of Formula 1's trading card and sticker collection, Topps was at the 2024 British Grand Prix with our Statement Premium shipping container cluster. The activation allowed festival-goers to purchase the official starter packs and get a personalised Topps Turbo Attax card.
Shipping containers are stand-out activations that demand attention at busy locations and events. A multi-deck activation, Statement Premium hones a grand presence, allowing Topps to attract audiences at a popular event.
2024 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.
Will your event activation be in our 2025 Top Ten? If you have an event planned 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.