The O2

Brand, Experience and Interior Design

The brief from the O2 was clear – the solution must be groundbreaking but deliverable. It was music to our ears. We know there is little point being visionary if the outcome isn’t realistic.

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The Story

With a potential nightly audience of 14,000, one size will never fit all. Working closely with the O2’s food and drink partner Levy Restaurants UK, we knew simply adding extra options wouldn’t do. To change perceptions but remain deliverable, we needed to change the experience.

We wanted to capture the excitement on stage so we created views into the bowl, used technology to build anticipation and obliterated the hole in the wall format of the kiosks. The result was both practical and groundbreaking and has since been adopted by the industry – different spaces, offering different experiences, at different price points.

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One size fits no-one & the ability to change a space to cater for all audiences has never been more important.

Wildfire.