How do you make a four-hour brand activation unforgettable?
By immersing guests with branded graphics, 3D props, and display walls serve as unique photo backdrops.
When Umberto Giannini wanted to celebrate their iconic Curl Jelly range with a live brand takeover, they had one spot in mind: Padel Social Club in Earl’s Court, London. A buzzing venue with five courts, changing rooms and multiple balconies just waiting to be branded, this venue offered plenty to work with – but with a limited installation window, we’d have to work fast!
The challenge
We were to turn this venue into a colourful brand event, applying vinyl graphics to windows, balconies, courts, and changing rooms. Umberto Giannini also requested two branded hero walls: with one acting as a product display and the other a selfie backdrop.
With the public allowed onto the courts until 11 am, and the event starting at 11.45, we had just 45 minutes to decorate those specific areas. So, we'd have to use our time wisely by taking care of the rest of the event beforehand.
Our solution
We handled everything from print and production to installation and removal. And with six team members on site for the day, including a project manager, the brand had all the support it would need. We even sent our expert videographer to capture the event from every angle!
Two unique display walls
Umberto Giannini wanted a freestanding display unit to showcase all of their latest and greatest haircare products. Another display would feature a 2D print of the Curl Jelly bottle, so guests and influencers could pose for photos.
We built both walls from steel bases, clad with MDF and wrapped to match Giannini’s signature colour. These were built strong, heavy and secure to prevent them from toppling. Delivered in sections, each wall was discreetly assembled, ready for showtime!
A last-minute 3D request!
Originally, all elements were briefed as 2D. But days before the brand takeover, the team requested 3D props for the photo area. We sourced and shipped 3D spheres with little time to spare – then painted them to fit seamlessly with the event.
Graphics to bring the space to life
Vinyl graphics were installed in key areas across the venue – from court screens to balcony rails, windows, and even the changing room mirrors. These were a mix of face-printed graphics, which are placed on the outside surface, and reverse-printed designs backed in white, which are applied indoors to be seen from outside.
These designs came in the form of large-format, contour cut vinyl stickers, as available in the Raccoon branding store. Perfect for short-term events or quick brand takeovers like this one.
A speedy installation
That wasn’t the only timing issue, either! A discussion between the venue manager and Umberto Giannini halted the install by 15 minutes, cutting the time from 45 minutes to just 30. It takes time to position vinyl graphics around a venue, so our team had to act fast.
De-rig began the moment the brand takeover ended, and in just one hour, we’d removed all elements, packed down, and returned the space to normal.
The finished result? A lively activation!
With everything in place, Padel Social Club soon became one of London’s hottest event spaces and a true expression of the Curl Jelly vibe. Young influencers arrived in droves to experience this summer brand takeover for themselves – posting fun content that was sure to land with their followers.
Umberto Giannini felt everything worked incredibly well, and they couldn’t wait to see all of the shots and reels captured by the videographer.
If you’d like similar results, check out our brand production service and use the button below to get your project moving! We’ll make your brand the star of the show.
