White Claw at BST

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Innovative designs for Creation

Creation Group are a full-service production company who specialise in brand activations, catering to a range of prominent clients including White Claw, Bacardi, ASOS and Red Bull. Their wealth of experience in elevating brand identities is proven by their delivery of compelling and contemporary designs for their clients.

For a number of years, we have collaborated closely with Creation, participating in various large-scale festivals and brand activation initiatives, consistently prioritising design-led innovation.

The team behind White Claw, the ‘Hard Seltzer’ sparkling beverage wanted an innovative display at this year’s British Summer Time (BST) festival in Hyde Park. The design for White Claw comprised two double-stacked shipping containers, complete with an open-air balcony on the upper floor. Creation approached Steeldeck to deliver the foundations and create a stable level platform for the activation.

Creation needed a highly robust flooring solution capable of withstanding the structural loads they were dealing with, and Steeldeck has the flexibility to deliver reinforced materials to accommodate hard wearing support in specialised scenarios like these.

Having originally supplied our kit to Creation in 2021 across three different sites, we were well-equipped for this year’s activation. This year the project presented several challenging aspects as the site at Hyde Park had a strict maximum load limit in place. The structure needed to possess the strength to support the White Claw installation loads, safe for the audience to walk on it, and designed to accommodate uneven ground within the parameters of the limitations of the venue.

We collaborated brilliantly with Creation’s design team and their engineers to find innovative solutions that allowed us to meet these restrictions without compromising the overall design. The final install was a fantastic success, and we were delighted to be a part of the delivery and design.