SWEATY_BETTY
NEC_RUNNING
SHOW_2025
DISCIPLINES
Production
Fabrication
Set Build
Activation
Graphic Design
THE_BRIEF
SWEATY BETTY briefed us pre Xmas 2024 to build a retail and experiential space to show up as their first endeavour at the NEC in Birmingham for the famous National Running Show. A show that attracts over 30,000 runners annually and hosts the cream of running brands, celebrities and ambassadors.
Fabricated in house at our workshop, we built a 10m x 8m shop that catered for multi discipline use. Hidden in the walls were cloak rooms, changing rooms, a full stock room with storage capabilities and even a 3m photo moment with podium!
We took a small space and utilised every centimetre to cater for both staff and attendee.
THE_RESPONSE
In 3.5 weeks we designed and built a fully bespoke retail shop experience that doubled up as an activation space. A build consisting a bespoke shop fit, complete with modular bleachers where shoppers and audiences alike can could sit to take in panel talks, product analysis or simply rest their running feet.
THE_RESULT
An weekend that saw our activation welcome 30k+ pairs of feet, 6 talk panels, guided stretch sessions, 2 yoga classes, warm ups & cool down drop ins. The space was unofficially coined the Best In Show with the client commenting on how the planning and exceptional execution delivered brand personality and purpose.
LIKE_WHAT_YOU_SEE?
We would love to take you through more of our work and share our capabilities in person or via video. To understand how we can help you develop beautiful creative or build bespoke activations; Request our creds over there >>>>>>>>>>>>
