The UK’s only single-source provider of exhibition trailers, promotional vehicles and exhibition units for special events provided a number of containers, which Octagon and MasterCard then transformed into interactive exhibits and experiences that football fans could enjoy as they geared up for the long-awaited final between Real Madrid and Atletico Madrid.
The containers were located across two sites in Milan – Festival Park in Piazza del Duomo, and Piazza Castello – and upon delivery, they were kitted out with equipment for two activities. There was a ‘Madness Activation Booth’, where fans could recount their wildest football stories, and a ‘Football Barber’ area, where visitors could get haircuts inspired by famous footballers or their preferred team.
The exciting project ran from Thursday 26th May – Sunday 29th May, with the UEFA Champions League Final taking place on the Saturday evening. As fans flooded into Milan for the glittering culmination of this famous tournament, the containers from The Events Structure were busy day and night, providing an exciting and interactive experience for all visitors.
Justin Isles, Director of The Events Structure, says, “We were thrilled to work with Octagon and MasterCard on this enormous project. The UEFA Champions League Final is one of the world’s biggest football games, and a fantastic opportunity for sponsors to reach out to fans in new ways. It was fantastic seeing our containers transformed into a barbers and a video booth, as we joined the build-up to what was a hugely exciting match.”
Justin adds, “This is just a small example of what we can do for clients. Many of our clients seek fresh, innovative ideas to achieve successful campaign delivery, and our fantastic mobile retail and experiential marketing units offer a flexible, impressive, cost-effective solution.”
The Events Structure provided one impact container with two galleries with a 4m LED wall for the site at Piazza del Duomo. Across town at Piazza Castello, the team provided a studio premium container that would be large enough to host the two activities. The team oversaw the transport of the containers to Milan, ensuring that all necessary equipment arrived before the event, as well as seeing it transported safely back to the UK afterwards.