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October 31, 2016
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Creative Structure

The Halo Group built a temporary structure for Somersby (a Carlsberg UK brand) entitled “Somersby’s Manor” which featured at Download, Wireless and Reading Festivals in the summer of 2016. Experiential agency BIGGER, and Pablo London, Carlsberg’s creative concept agency, approached The Halo Group for our specialist knowledge of creative structures and our reputation for creative production to help bring the campaign to life. A technical solution was required for the brief which saw a two-storey Georgian style Manor house constructed on each site which functioned as a festival sponsor bar, with live entertainment and music.

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After receiving the brief our in-house team started designing the structure. This process begins with a simple Sketch Up model as shown below. When we build temporary structures we use a unique modular steel build system. By using Sketch Up to model the build we are able to calculate the denomination of each length of steel beam and number of components that we will require for the project.

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Once this stage is complete, further layers are added so we can start to configure the cladding details and other build elements.

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These elements are then broken down into parts and designed in more detail so we can calculate materials, quantities, consider build methodology and so forth.

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Finally a 3D render is produced to illustrate the look and feel of the final product as shown below.

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To achieve the end result, we built the frame and clad the structure in plywood panels to create a blank canvas. Our art team applied the finer detail which featured ultra-realistic stone textures and authentic architectural features, all created through a range of scenic painting techniques.

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The activation included two bars, a dance floor, and a slide across two floors, all styled as an on-brand, bespoke Manor House. The specially fabricated slide provided a fun twist to the activation which spiralled down from the top floor much to the festival goers’ delight!

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For more information on our creative structures and other services call 0207 870 3210 or email ali@thehalogroup.co.uk

http://www.creativestructure.co.uk/

 

 

 

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