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.