Brand Activation

Creating authentic experiences that bring teams and sponsors to life
Brand activation is, at its core, the designing of experiences. Our specialist team accesses in-depth and real-life knowledge of what the users of our buildings want to experience.

This knowledge enables us to bring venues, events and their sponsors to life in meaningful and authentic ways. Through the experiences we create, we ensure fans credit sponsors with enhancing their overall event experience.

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.


How We Do It

  • 1

    Integrated storytelling

    From the very beginning, it’s important that we develop a cohesive design strategy, so that a venue’s architecture and operations all work in harmony to bring its partner's story to life. Our team comprises experts from across disciplines, all collaborating closely to create experiences that amplify the unique sense of place of each project.

    By combining authentic design storytelling with opportunities for partners to integrate into revenue-generating experiences, we ensure that every design element, from wayfinding to environmental graphics, is a chapter in a larger narrative.

  • 2

    Designing for the future

    Innovation sits at the heart of our brand activation strategy. We keep a close eye on new and emerging technologies, seeking out ways to incorporate the latest tech so that it can enhance a brand’s presence in ways that feel authentic.

    Our focus extends beyond the physical, embracing digital activation and event overlay, addressing every facet of brand engagement. Through this process, we can send fans on a seamless journey across multiple physical, digital and experiential branded touch points as they navigate their way through a site.

  • 3

    The importance of authenticity

    We are able to create spaces that resonate because we first gather evidence to better understand the audience. Strategic research and thorough data analysis allows us to tap into their needs, desires, and behaviors.

    Grounding our projects in this way helps us unlock the experiential and commercial potential of spaces, providing a platform for better commercial negotiations and increased returns for rights owners. This thoughtful, data-driven approach ensures we tangibly enhance the visitor experience, leading to more authentic engagements with brands.

More projects

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  • Palm Desert, United States 2022 Acrisure Arena
  • Waco, United States 2023 Baylor University Mark and Paula Hurd Welcome Center
  • Manchester, United Kingdom 2024 Co-op Live
  • San Francisco, United States 2023 The Crossing at East Cut
  • Multiple Locations, United States 2023 Chicken N Pickle
  • Louisville, United States 2024 Churchill Downs
  • Burbank, United States 2021 G4 Studios and Offices
  • Brisbane, Queensland 2019 The Gabba
  • Nashville, United States 2022 GEODIS Park
  • Lyon, France 2016 Groupama Stadium and Training Centre
  • Kowloon, Hong Kong TBC Kai Tak Sports Park
  • Indianapolis, United States 2022 NBA 2K League Broadcast Arena
  • London, United Kingdom 2007 The O2 Arena
  • West Lafayette, United States 2017 Purdue University Football Performance Complex
  • Sydney, Australia 2023 Sydney Swans HQ
  • London, United Kingdom 2019 Tottenham Hotspur Stadium
  • Elmont, United States 2021 UBS Arena
  • Coffs Harbour, Australia 2022 Wiigulga Sports Complex
  • New York City, United States 2009 Yankee Stadium

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