On behalf of Innovation Norway, the Norway Pavilion at Expo 2020 Dubai, showcased how technology can address marine environmental challenges. We worked in close collaboration with brand accelerator, Gyro, as creative production partners for the pavilion. We were responsible for creating a seamless user journey, which we achieved through the application of branding across different mediums.
Each element was designed to bring the creative vision to life. Visitors were immersed in the hidden world of the ocean, and we utilised high-impact technologies for the digital tours, including AR, special effects, lighting, and interactivity. The entire look of the pavilion supported both the story and the journey, ensuring that the experience was entirely seamless.
With thousands of daily visitors, it was vital that every aspect of the technologies and materials were robust enough to withstand the long duration of the Expo, which totalled 12 hours every day over six months.
It was an honour to be involved in supporting the incredible Expo 2020 Dubai, and we look forward to continuing our work in the region.
31st October – 13th November (plus Pre-Sessionals, 25th – 30th October)
Engaging with the world whilst showcasing Glasgow on the global stage, COP26 brought together delegates for one shared goal, to tackle climate change, in the most well-attended COP in history, and the largest international summit to ever take place in the UK, broadcast on the world stage, 24 hours a day, seven days a week. After 13 days of intense negotiations, COP26 concluded with every Party at COP26 – representing almost 200 countries – agreeing the Glasgow Climate Pact.
To ensure success, COP26 would need to engage with audiences in person and with participants across the world and across time zones, to build a sense of unity and amplify key themes; and every element of event design and delivery would need to support the coming together of this disparate audience of in-person attendees, virtual attendees, and people watching at home.
Identity’s role as sole production partner was to underpin the event with responsibility for creating a unified, inclusive and sustainable design and for flawless delivery on an unprecedented scale.
Identity took ownership of all infrastructure, facilities, overlay, production services and host broadcast/media services and virtual conference offering, working closely with FCDO, Cabinet Office and the United Nations Framework Convention on Climate Change (UNFCCC), to ensure the smooth delivery of this extremely important event.
With just under eight months to deliver, Identity convened a hand-picked and highly skilled team of event experts to plan and produce this event; our team comprising over 4000 event experts and experienced event delivery crew, plus 1000 volunteers.
The scope of our brief encompassed the design of every space at COP, and a key consideration was putting Glasgow on the map, for which we developed a treatment that would work expansively and tie COP26 into the city with a tonal range of events, vibrant and engaging where they needed to be, others calm and reflective, all cohesive and inclusive.
COP26 was vast, taking place across two separate zones, one for delegations, and one for public attendees, comprising the entire SEC campus in Glasgow and a public ticketed zone across the river Clyde at the Glasgow Science Centre. The footprint covered more than two square kilometres and saw the installation of 78,000 square metres of temporary structures – in effect designing and building a town within a town – to support over 30 meeting rooms, lounges, bilateral rooms, secure delegation offices, pavilions, a media centre and press conference rooms, stand uppers and broadcast platforms. All underpinned by exemplary project management, stakeholder engagement, supply chain resilience, and sound budget management for the public purse.
Identity’s delivery of COP26 was a showcase in best practice in sustainability with innovative event solutions to deliver a carbon-neutral conference, demonstrated under significant media scrutiny.
We considered sustainability comprehensively, managing all operations, including those of hundreds of contributors, to secure ISO 20121 sustainable event accreditation for COP26.
We built social value into sustainability considerations, incorporating the local supply chain into event solutions, for a lasting legacy of social and economic value for the region.
The successful delivery of this important event enhanced Glasgow’s reputation as a progressive, global city, inspiring attendees to tackle climate change and protect the planet for future generations, together galvanised and united in Glasgow, a major contender for the title of Europe’s greenest city.
“I would like to take this opportunity to profoundly thank you for your excellent cooperation and enormous support during the preparation and throughout the conference. This conference has been particularly challenging in light of the Covid-19 pandemic. We would like to extend to you our appreciation for the support of the Identity team and their extraordinary efficiency, flexibility and friendly manner.” – Laura López, Director Conference Affairs Services, UN
“The sheer scale and complexity of COP26 should not be underestimated – Identity took on this challenge with enthusiasm and commitment.
Demonstrating utmost professionalism; incredible patience and flexibility as the challenges of COVID evolved and engaging positively and constructively with a complex network of stakeholders, Identity played an invaluable role in the safe, sustainable and successful delivery of COP26 – the largest international summit the UK has ever hosted.
We have received overwhelmingly positive feedback about the quality of the production incl. the numerous temporary structures; the creative look and feel and the innovative development of the first COP digital platform enhancing participant experience and providing contingency.
The Identity team has set a high bar for future host countries.” – UK Government COP26 Event Team (United Nations Climate Change Conference)
London’s New Year’s Eve celebrations were open to the public for the first time in two years, and it was certainly a night to remember.
Organised by the Mayor of London and the Greater London Authority, Identity helped ring in the new year with an incredible show of light, colour, sound, and the all-important fireworks!
Our creative expertise enabled us to deliver an exceptional and memorable event. We explored how we could champion the New Year’s Eve show and the glorious London skyline to bring the vibrant city to life. We wanted to inspire an atmosphere of joy and nostalgia through reflecting on some of the key events of 2022, as well as celebrating new beginnings.
We used modern drone technology and storytelling to celebrate the late Queen Elizabeth II through the creation of images in the sky. The choreography of the drones championed the Queen’s service to her country and honoured his majesty, King Charles III. The display was supported by voice clips from Mayor Sadiq Khan, and Paddington Bear, as well as a powerful message from Peter Tatchell from the Gay Liberation Front.
The event highlighted the Lionesses’ Euro 2022 victory, 50 years of London Pride, as well as solidarity with Ukraine. The unforgettable performance saw industry leading names across lighting, music, and pyrotechnics, united in delivering one exceptional experience for the city. The iconic London Eye was at the heart of the show as the events unfolded along the Embankment.
The soundtrack of the event was inspired by the rhythm of the city and was carefully timed with the lightshow. Championing London through the international language of music, the night showcased globally recognised and emerging London talent. The music enabled each stage of the night to flow seamlessly, building up the suspense before the midnight moment.
For such a popular landmark event, it was imperative that a safe public experience was delivered. We needed to be mindful of keeping disruption to a minimum ahead of the festive period, so our comprehensive management plan covered every detail and involved all stakeholders. Thanks to our exceptional delivery capability and experience on huge public sector events like COP26 and G7, we knew exactly what it would take to facilitate an event of this scale.
We were so honoured to be awarded the opportunity to make New Year’s Eve 2022 a spectacular experience. It felt like the perfect way to finish off an amazing year for Identity.
In 2021, Pure Imagination Studios broke new ground in taking the phenomenally successful Netflix franchise, Army of the Dead, from the screen into real life with Viva Las Vengeance, an immersive, virtual reality experience set in a zombie-infested Las Vegas. Described by Forbes as a “next-level immersive experience”, it takes Netflix into location-based entertainment in a first for the company and an industry-leading move. As owner and operator of the experience in the USA, Pure Imagination selected Identity as their design, build and logistical partner for the Viva Las Vengeance VR tour across the UK and Europe, and the Kingdom of Saudi Arabia.
Identity worked closely with Pure Imagination, Netflix and their partners, global ticketing and marketing partner, Fever, US project managers, Experiential Supply Company, 310 Merchandise and UK staffing company, Continuum Attractions, from initial strategy and planning through to design and delivery. Identity undertook full venue liaison with Westfield to create a peerless experience for this exciting physical and virtual activation, set in a 360-degree environment with VR headset, hand trackers, full-body capture and simulated weapons.
With the client and major partners based in the US, Identity translated and augmented a complex brief, based on US specifications and geography, to establish a seamless transition to the UK, deploying an inventive approach and significant adaptations to create a living, breathing, immersive and apocalyptic Las Vegas in central London.
Identity created and constructed all elements of the entire physical environment, including the front of house, the Quarantine Zone, shipping container-style briefing rooms, warehouse, photo opportunity and retail spaces, scenically treated with life-sized, bespoke replica props. We reprogrammed all measurements to ensure absolute precision in the relationship between the VR and physical environment. Our highly-creative design achieved a Hollywood-grade look and feel throughout the experience from check-in to merchandising, including the bespoke design and build for the central heart of the immersive experience – a suite of motorised taco trucks with motion flooring – from scratch.
The activation is designed to be used by anyone and can be deployed anywhere. Built for touring and adaptable to any environment, the experience is fully modular and mobile, easily and efficiently built up and down, with all scenic elements pre-built and packaged to maximise speed and efficiency for onsite installation. All technical elements were pre-designed and tested to a tour grade level, with plug-and-play installation and minimal onsite calibration. Accessibility was at the forefront of this immersive and physical experience, with access to the taco trucks being wheelchair friendly.
In an extremely fast turnaround time of less than three months, delivered ahead of time and on budget, the Identity and Pure Imagination “one team” approach pulled all the stops out to create a first for Netflix in Europe. Viva Las Vengeance launched at Westfield Shepherds Bush in August 2021 to rave reviews, receiving over 20,000 guests through the tour’s initial 16-week duration.
Every single element of the brief and its delivery has been designed to exacting standards, with client sign-off at the highest levels to ensure full alignment to the franchise’s intellectual property, which includes a significant merchandising operation. The exceptional quality and inventiveness of our approach to the look and feel has seen key elements of the Identity design exported back to the US West and East Coast tours, with the Identity-developed brand guidelines also shaping US delivery.
“I just wanted to say thank-you for all the hard work and dedication to getting this incredible experience not only open on-time, but even ahead of time! It was a herculean task and every person and company involved not only rose to the challenge but certainly exceeded my expectations.” – Joshua Wexler, Chief Executive of Fun, Pure Imagination Studios
“Everyone should be incredibly proud of what was accomplished in such a short amount of time. We are really pleased with how everything looks. What I’ve seen is nothing short of fantastic. Thanks to all who have made this possible.” – Carrie Wisely, Experiences Manager, Netflix
2021 saw the UK hold the G7 Presidency and Identity was honoured to be appointed event partner to support the presidency’s focal point, the G7 Leaders’ Summit in Cornwall, the UK’s first hosted event with world leaders following the pandemic.
Identity supported the Foreign, Commonwealth and Development Office and Cabinet Office to deliver this complex, high-profile and historic event in Carbis Bay, creating an inclusive and unifying hybrid event environment for all attendees, and showcasing the UK on the global stage.
An end-to-end service in pursuit of excellence
The high-profile event required outstanding creativity, production, logistics and virtual expertise to deliver a faultless and cohesive experience from first arrivals to the family photo and barbecue on the beach; from virtual webinars for pre-summit engagement groups to the main leaders’ meeting. Our virtual solutions enabled remote contributors to fully participate in events that were as feature-rich as for in-person participants, able to join at will and contribute to proceedings.
As sole production provider, Identity’s remit comprised end-to-end event management services with the delivery of all infrastructure, facilities, overlay, remote participant liaison, production and host broadcast/media services for 500+ media across multiple sites: Carbis Bay Hotel, Tregenna Castle Resort and Events Square and National Maritime Museum Cornwall in Falmouth; this remit subsequently extended to services at Newquay Airport and for a dinner at The Eden Project attended by Her Majesty The Queen, His Royal Highness The Prince of Wales, The Duchess of Cornwall, and The Duke and Duchess of Cambridge.
To meet the challenges of the multiple venues across Cornwall, Identity designated a lead event manager for each venue, working closely with key client personnel to ensure smooth contract management and turnkey event delivery throughout. Identity’s methodologies for the design, build and installation reflected our commitment to uphold the UK and FCDO’s reputation for exceptional event delivery.
Agile and cost-effective delivery
Demonstrating optimum value for money was critical. Identity consistently identified cost efficiencies and added value; transparent financial reporting allowed the FCDO to track project spend; in-depth management information supported high-level reporting and event planning.
Despite an extremely short timeline, Identity delivered beyond the original specifications with several additional pieces, including host broadcast and production at Newquay airport; production overlay of a back-up venue; an increase in virtual participation requirements; facilitating a visit from the Y7 post-event; and infrastructure for Test and Trace sites.
Our creative team’s innovative approach included designing a highly bespoke table for the leaders’ meeting table to superbly meet delegate needs and achieve optimum value for money. Identity’s recommendation to turn around rooms from conference to press briefing setup also reduced costs, by minimising the requirement for temporary structures. When the US delegation requested a press conference facility for the President of the United States with only four hours’ notice, Identity repurposed and deployed equipment and backdrops to facilitate this short-notice request cost-effectively. Identity’s flexible and agile approach also enabled a late-notice change in security arrangements, delivering a 15,000 sqm remote vehicle search facility, fully operational within a matter of days. A separate, dedicated event management team ensured all vehicles were searched and sealed in advance of arrival at each venue.
A sustainable summit
Our approach enabled cost-effective and sustainable solutions to ensure circular design and reduce wastage without compromising quality or design across all event environments, including Carbis Bay restaurant; the family photo on the beach; pre-summit meetings at Tregenna Castle Hotel; major press conferences positioned to capture the stunning view of St Ives Bay; a hybrid media centre in Falmouth; support at Cornwall Airport Newquay for incoming delegations and media; and infrastructure for the busy helicopter landing site at Tregenna Castle Hotel for leaders’ arrivals. Under the joint efforts of our client, delegates and Identity, we are proud that the G7 Leaders’ Summit achieved ISO 20121 accreditation.
A global event with local impact
The G7 Leaders’ Summit was already a positive boost to the local economy, one which Identity sought to support and build on. We collaborated with the small business sector to utilise the local supply chain wherever possible, with local suppliers and event staff, which in turn drove cost savings and reduced the environmental impact of the summit. We sought to create skill and aspiration growth in the local area and employed Falmouth University students to work onsite; partnered with iSight to support local people with sight loss; collaborated with Speakers for Schools and Cornwall Careers Hub on a Virtual Insight Day to inspire local students to consider a career in the industry; and provided mentors to support people affected by COVID-19.
As the UK’s first major hybrid event since the pandemic, instilling confidence in welfare and safety was paramount. Identity deployed deep knowledge of event safety in a wide range of complex environments to implement a rigorous approach to health and safety, our dedicated health and safety adviser and Covid-19 lead working closely with the government, NHS and Public Health England to maintain a standard of excellence fit for the global stage.
“I wanted to thank you and your team for their fantastic work in planning and producing the G7 Summit. The professionalism, creativity and positive attitude of the Identity team across the many Summit venues was truly commendable and I was impressed with how the production team proved themselves nimble at reacting to change and excellent at designing creative solutions to the challenges that arose.” – Boris Johnson, MP, Prime Minister of the United Kingdom