Brand Activation

Over the years, Populous has developed a reputation for creating spaces that forge deep connections between teams, brands, sponsors and their audiences. Our comprehensive approach to activation encompasses architecture, interior design and wayfinding, incorporating the latest tech to create vibrant hubs of fan engagement. By focusing on storytelling, we create environments that embody the essence of a sponsor, amplifying its presence and the interaction it has with visitors.  

Our integrated naming rights activation at the O2 Arena is still held up as a model of how a brand can be successfully integrated as part of the venue experience. O2 lives within the arena, connected to every touch point in the venue. More recently, the new Tottenham Hotspur Stadium has re-imagined the concourse and hospitality to create flexible pop up spaces activated with a nod to the high street, such as the Market Place, inspired by London’s street food market scene. 

Merging brand strategy with physical design, our venues serve as platforms for dynamic brand engagement. From creating digital activations, to fully immersive environments, we consistently set new benchmarks in how architectural design can amplify experiences.