Regent Street Festival

We’re nothing if not diverse. This wonderfully eccentric event, co-sponsored by our global IT client, really fired our imagination! For one day each year, Westminster Council closes Regent Street for an open-air promotional event with live entertainment, food and drink as a summer showcase for visitors to London. This time the street was to be transformed into an ‘ English Country Garden’.

Organising a promotional event of this scale in such a busy location with unforgiving time lines is no small undertaking. You might be wondering where on earth we began.

The night before, Regent Street was closed late on the Saturday evening. It was then turfed with grass at Piccadilly Circus, Oxford Circus and various points along the way. Everything for the event had to be ready to open to the public by 12 o’clock the following day so at four o’clock in the morning our team were flat out, erecting our client’s temporary marquee in 40 minutes flat (yes, really!). Then set builders boarded the floor, laid the carpet and put together the event display structures - all before 6am and the time most people were sitting down to breakfast.

Cultivating flower power

Over the next four hours the marquee was fitted out with the promotional graphic displays we’d designed and produced specifically for our client, all themed to complement the event. Entertainment and computer technology, TV lines and broadband feeds were installed and systems networked. Sound, lighting and graphics were all connected, programmed, tested and ready for Health & Safety inspections at 10 o’clock.

With promotional staff, security, technical crew, demonstration personnel and management teams briefed and presentations rehearsed by 12pm sharp our enthusiastic, tireless team were ready and fired up to go. The promotional staff ensured that over 10,000 visitors entered to fully enjoy the event’s interactive and educational experiences from the moment it began right up to 8 o’clock in the evening when the last person was ushered home. A final burst of energy saw everything dismantled and cleared ready for the reopening of Regent Street at 10pm. Phew!

• Arrow Generics Ltd Branding
• Promotional Work at VMWorld
• Museum Exhibition Panels
• High and Mighty Brochure Design
• Exhibition Showcase Event in Rome
• Bespoke Presentations
• Regent Street Festival
• Henry Moore Foundation Event
• Janssen-Cilag Sales Conference
• The Bank of England