Client: Under Armour
Event: Under Armour – Rush Campaign
Date: 11 June 2019
Venue: Illuminate at the Science Museum
Number of guests: 80
In-house Partners: Moving Venue and White Light
Why did you choose the Science Museum?
We chose the Science Museum as we loved the minimalist look and the in-house AV production that was already in place in Illuminate. The venue fitted with the theme of innovation and technology as well as the view being a fantastic backdrop for our guests as well.
Please describe the brief of the event, when did it take place? Who was the event for? How many people? What were the core goals and objectives?
Under Armour bought 50 of the best fitness and lifestyle influencers from around Europe to London for a final re-test of the Under Armour RUSH apparel range. The core objective was to end a 10 week journey with a final event staged for all of the influencers in an immersive setting.
Which spaces at the museum did you use as part of the event and how did they enhance the experience for your guests?
We used the Illuminate space which was new to the Museum at the time and had only been open for a few months. The venue was a great fit for the event with the guest flow and all of the spaces in operation.
What happened throughout the event?
The core of the event was based around a series of exercises which would test the athlete ambassadors in an immersive space. Across the venue we also placed various content capture and training opportunities set up for the guests as well.
Please give details of the logistics of running the event.
07:00 – Event set-up begins
10:45 – Under Armour VIP guests arrive and make their way to Illuminate
11:00 – Social Media Influencers arrive and make their way to Illuminate
12:00 – Under Armour Test sessions begins on Level 4 of Illuminate
13:45 – Lunch by Moving Venue on Level 5 of Illuminate, which included a selection of Grab and Go salad boxes and fruit smoothies. Popular salad choices included mixed leaves with roast chicken breast slices dressed in a nut free basil pesto, chargrilled red and yellow peppers with lemon and herb dressing.
15:00 – Event concludes
Did you opt for any bespoke catering or AV during the event?
We used White Light and all of the AV requirement they had in place as well as additional lighting and projection throughout the venue
What feedback did you receive from the guests?
We had brilliant feedback from the influencers and guests that attended, and they loved the space as some had come to London for the first time so the views over the city were really special.
‘Illuminate was a fantastic space at the Science Museum. It was a perfect fit for the event and provided the brand and the consumers in attendance to have an immersive training experience in the heart of London. The AV and lighting set up that White Light provided was first class.’ Adam Shapland, Head of Brand Experience, ENGINE Sport