Month-Long Community Brand Activation in Richmond, London
Be Richmond
Last summer, we were commissioned to design a dynamic activation for the people of Richmond, London. The district aimed to create a stylised attraction that encouraged enjoyment and engagement with the local area and businesses within, whilst capturing the attention of both locals and visitors.
The Brief
The month-long campaign had a unique installation every week. Each weekend’s theme and brief were designed to intrigue, engage, and encourage visitors to return to the area. Alongside our design items and props, the community would run themed activities in this space. We designed the spaces with these activities in mind, adjusting the number of seats needed and creating different areas of interest for each brief.
The safety of the public stood at the forefront of our minds when making any decision on this project. It was important for the client to have the space fenced and contained to meet traffic safety and anti-terrorist procedures whilst also being a practical and safe setting.
Finally, the client requested a bold and eye-catching entrance design for each weekend, tailored to match the theme and entice guests to explore further.
Our Solutions and Design Process
We began by identifying the campaign's consistent elements and mapping out the site.
A fence system was selected to remain in place throughout the month, offering both functionality and aesthetic cohesion. From here, we brainstormed how to approach each of the themes with mock-ups and mood boards. We carefully selected each theme's seating and interactive elements in conjunction with the style brief and vision.
The Installations
Each weekend, the activation had fencing, barrel planters, and an entrance installation that would be adapted for each theme.
Drawing links with the local Wimbledon competition, this weekend's entrance was adorned with pre-loved tennis rackets and balls to capture the attention of passersby.
Further into the space, we handcrafted a photo opportunity, including a planter of bold foliage, reclaimed wood frames and other colourful accessories. We always believe signage and personalisation are important at installations like this; therefore we created a bespoke ‘The Be Richmond Wimbledon Lounge’ signage for guest recognition.
Each weekend saw collaborative efforts from the local community, businesses and suppliers, as they provided their own elements and activities to keep the public engaged.
Wimbledon Weekend
Wellbeing Weekend
This package included our Naked Tipi Lounges, offering a relaxing space for guests to use during the weekend heat. Another interactive element was our large, chalkboard piece, which encouraged guests to write the things they were grateful for throughout the activation.
To continue the wellness vibes, guests were encouraged to partake in yoga and meditation classes with local instructors.
Weekend Of Waves
Embracing the beach-inspired theme, we transformed the archway entrance with surfboards with custom text, bamboo screens, life rings, and lush plants. Our planter photo-op made another appearance, tailored to match the "weekend of waves" vibe. This interactive element encouraged social media sharing, amplifying awareness of the activation.
The space also featured a wave simulator, provided by an external supplier adding an exciting touch to the experience.
Picnic Weekend
To embrace the British Summertime aesthetic, we focused on colour and natural textures for the Picnic Weekend. This included abundant flowers, branded wellies and festival-style low-level lounges. Overall, this created a space for guests to relax, eat and drink over the weekend.
Execution and Challenges
With a new installation being delivered every weekend, timing and organisation were key. The space was accessible only on Saturday mornings and Sunday evenings, therefore meaning efficient installs and de-rigs on the days of use. Another challenge was the parking restrictions our team navigated in such a busy area of London.
We also faced strong winds, therefore we had to be sure the activation was safe for guests to use, unfortunately, the wind did result in the activation being removed early, which are teams navigated to ensure guest safety.
Results and Impact
The activations successfully brought the Richmond community together, providing memorable experiences that attracted locals and visitors alike. Each weekend’s design and activities enhanced engagement, strengthened connections with local businesses and elevated the district’s profile as a vibrant, welcoming destination.
