

Brand Activation
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.
Brand Activation Highlights
How We Do It
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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. -
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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. -
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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 ArenaWaco, United States 2023 Baylor University Mark and Paula Hurd Welcome CenterManchester, United Kingdom 2024 Co-op LiveSan Francisco, United States 2023 The Crossing at East CutMultiple Locations, United States 2023 Chicken N PickleLouisville, United States 2024 Churchill DownsBurbank, United States 2021 G4 Studios and OfficesBrisbane, Queensland 2019 The GabbaNashville, United States 2022 GEODIS ParkLyon, France 2016 Groupama Stadium and Training CentreKowloon, Hong Kong 2025 Kai Tak Sports ParkIndianapolis, United States 2022 NBA 2K League Broadcast ArenaLondon, United Kingdom 2007 The O2 ArenaWest Lafayette, United States 2017 Purdue University Football Performance Complex
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