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May 30, 2014
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Experiential Tour – Williams Martini

The Halo Group is proud to announce an exciting new partnership with London agency Exposure Promotions and Martini Global this summer, as we embark on a very exciting experiential tour. This marquee account has already enjoyed a hugely successful first activation in Barcelona during the Spanish Grand Prix and will see us touring further locations including Belgium, Italy, Russia and other destinations with the F1 circuit.

Exposure approached us with a broad creative brief to produce a world -class experiential activation, for their client Martini Global. Halo LIVE’s reputation, coupled with our portfolio of successful projects utilising our modular steel structure, represented the perfect solution for the brief.  The flexibility of our system allows us to build in any number of formations to suit different markets, footprints and design specifications. Furthermore, the component parts are lightweight and can broken down into easily transportable flat pack kit, reducing other crucial areas within our clients budget, such as haulage, man power and plant hire on site.

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The creative brief and the presence of both Martini and the Williams team meant that many directions were explored in the early design stages. We worked alongside Exposure and their creative team to find the perfect solution for the project using our system. The final direction was completely bespoke so we moved away from our standard formations, exploring new configurations and ways to way to use our structure. 

The lightweight steel beams used in our system complimented the brand ethos and allowed us to achieve its unique footprint and design with beams painted in hammered hammerite and left exposed.

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The image below illustrates the final creative & artists visualisation of the 20m x 20m stand that was signed off by the client. 

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The brief demanded various essential features such as a bar area, a Williams Martini merchandise area and a stage for music and presentations. All of these features were finished to a premium standard.

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Screen Shot 2014-05-30 at 10.33.45The focal point feature within the stand was the Williams Martini F1 car, carefully positioned on a specially constructed plinth with flowing ribbons in the Martini colours, running up and onto the “Immersive Experience Box” which had been design and implemented by Exposure.

terrazza-williams-martini-racing_2Within this space guests were treated to an all out assault on the senses… the smells of the paddock, the screech of the tires, the instructions on the radio & flash photography were all brought together in one unforgettable experience.

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Within this space guests were treated to an all out assault on the senses in an immersive experience like no other… the smells of the paddock, the screech of the tires, the instructions on the radio & flash photography were all brought together in one unforgettable experience.

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This activation was extremely successful. The passion & dedication of the Halo Live team, Exposure Promotions and our specially selected suppliers truly shone through, thus delivering above and beyond on this project. We look forward to many more fantastic events in this series.

You can check out all the action captured in video here.

[youtube]https://www.youtube.com/watch?v=_r5VFPGDreU[/youtube]

 

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