Brand Activation extends a brands power to communicate. We add reach and meaning, build visibility and memorability and reinforce key associations, unlocking the latent potential of sports and entertainment brands.


FOMO-Driven Design

The Las Vegas hot spot of a decade ago was the craps table. Today, as more and more millennials flex their purchasing power, the hot spot in Las Vegas is the live experience. T-Mobile Arena taps into this insight and generates FOMO, otherwise known as the fear of missing out, through next generation hospitality spaces like the Hyde Lounge and Tower Clubs. Socially-driven, this high-end club experience is accessible to any guest and has debuted to rave reviews. VIP drop offs at two private entries add to the mystique and prestige.

Parc Olympique Lyonnais Signage

CHALLENGE. Olympique Lyonnais needed a clear, distinctive wayfinding and signage strategy for their new 59,186-capacity stadium that would be evocative of the club’s unique identity. With a venue of this scale, the design had to allow visitors the freedom to enjoy the atmosphere of the stadium, without being troubled by navigational concerns.

INNOVATION. Olympique Lyonnais’ visual identity was integral to the design strategy. The overarching approach was to use big signs that could either be painted directly onto target functions or, where necessary, integrated within the surroundings. The color palette for the Parc was chosen for functionality and contrast, with a gesture to the team’s colors of red, white and blue. Entrances are signalled by illuminated blades that taper into the mass of the building, echoing the geometry of the huge roof to form a link between the canopy and the stadium facade.

IMPACT. The directional system devised by Populous Activate has simplified a variety of complex journeys from various entry points and transport hubs outside the stadium. The project picked up a Merit Award for Wayfinding at the 2016 SEGD Global Design Awards. Commenting on the design, the jury said, “This project exemplifies the manner in which a large sports venue can be used for multiple sports and customized to reflect the individual character of any event.”


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From Film to Field: Making ‘Field of Dreams’ a Reality

‘Field of Dreams’ is one of America’s most iconic baseball films. Made in 1989, the film has sparked our imaginations since it was released.  On May 18, 2013, Populous, Pepsi Max and Major League Baseball joined together to recreate an experience loosely based on the iconic film on the field for one lucky contest winner, his friends and more than 14,000 spectators. Held at Frontier Field in Rochester, NY, this year’s Pepsi Max Field of Dreams game allowed Johnny Perotti, an avid baseball fan, and his family and friends to play alongside some of MLB’s legends, in an ode to the movie. Perotti joined forces with Hall of Famers and future Hall of Famers Trevor Hoffman, Wade Boggs, Rickey Henderson, Reggie Jackson, Frank Thomas, Johnny Bench, Fred McGriff, Mike Schmidt, Ozzie Smith and Pedro Martinez.

The Pepsi Max Field of Dreams game is a testament to the power of brand activation, live events and sports. This combination allows fans to be active participants in a sport they love and engage with a brand (in this case, Pepsi Max) building their brand presence in MLB and public good will. The continued success of the event in its second year is an indicator that brands benefit from combining an understanding of consumer’s interests with a big idea and activating across multiple platforms. Pepsi did just that and Populous was proud to be involved as the producer of the event.  From initial concept creation to the development and delivery of the actual event, Populous immensely enjoyed being a part of the event again in 2013. The impact of the game was clear- it was the 2nd largest gathering of Hall of Famers ever and the 2nd largest event to be held in Frontier Field’s history. Fans and players alike were a part of something special.

The O2 London

CHALLENGE. Formerly the Millennium Dome, the O2 is one of the world’s most individual contemporary structures. When Populous was challenged by client AEG to construct an arena within its confines, the analogy of building a ship within a bottle – albeit at the largest scale imaginable – came to mind. On top of this, the acoustics within the finished arena had to be world class, in order to attract the calibre of artists that the sponsor was looking for. And, perhaps most challenging of all, we had to change the public’s perception of the Dome – once seen as London’s biggest white elephant, our brand activation team had to turn it blue.

INNOVATIONLogistically, the arena’s roof had to sit tightly beneath the dome liner fabric, with a minimum 4 metre separation for air and smoke reservoir provisions. An innovative structural methodology meant the building cores and roof system could be erected without tower cranes. The arena’s design responds to its unique context, with public concourses wrapped around the event space and seating bowl. Dramatic lighting emphasise the scale and volume of the public space.

IMPACTVoted Best International Arena of the year at the Pollstar Concert Industry awards every year since it opened, the O2 is the biggest ticket-selling arena in the world, out-selling its nearest rival by over 50%.  The arena hosts the most significant events in the world, such as the ATP tennis finals, as well as the highest profile concerts.  On top of this, as the largest entertainment zone in London, the O2 has been a catalyst for the redevelopment of the Greenwich peninsula, prompting valuable additions to the area’s infrastructure such as the new river-boat service. “The O2 Arena is without a doubt the best venue in the world,” says promoter Frank Warren.

New Stadium, Old Spirit

CHALLENGE. Our brief was to develop the environmental graphics and to activate the naming rights sponsorship for Arsenal’s new home, Emirates Stadium. Every sign needed to flow and mesh naturally with the architecture, from the car park, to the ticket booth, to the concourse and finally getting fans to their seats. At the same time, the design solution had to combine the corporate presence with a respect for the club’s tradition – a challenge made doubly hard by not actually knowing who the sponsor for the stadium was until well into the design process!

INNOVATION. The solution to maintaining the club’s sense of tradition was to transport certain elements of Highbury, Arsenal’s former home, into the new facility. The prominent entry signage, for example, is a replica of Highbury’s original Gothic Bank typeface and forms a striking focal point at the new ground.

IMPACT. Our branding of the Emirates Stadium has placed Arsenal and its sponsor at the heart of the community. One of the most successful examples of a sports venue branding in the UK, it meets UEFA’s requirements on physical signage while still delivering widespread brand recognition for Emirates. For fans, the entire journey to, and experience at, the ground reinforces the brand in a subtle yet very effective way.