As the world’s first pop up mall, BoxPark is known for bringing together modern street food and placing both local and global brands side by side to create a unique shopping and dining experience, whilst also hosting unique events which have previously featured the likes of British Grime artist, Stormzy. Initially launched in Shoreditch in 2011, the brand is continuously expanding its reach across London, having established a second site in Croydon in 2016 and in 2018, the brand set its sights on Wembley. BoxPark therefore wanted to showcase its brand on the Wembley Park estate to help promote its new site in the area which was set to open in December 2018. The brief included the print and installation of all takeover promotional materials across the park to ensure optimum customer awareness pre-launch, to secure traffic to the site.
From this brief, the process for Wembley Park was notably all about creating an exceptional customer experience from start to finish. From the moment they stepped off the tube and started their journey to the park, BoxPark wanted the brand to be present and highly visible at all points. Therefore, Gardners was tasked with printing and installing a campaign that would follow the audience from the tube station as they took the journey to Wembley Stadium or the surrounding designer shopping park.
The project installation involved a range of requirements including a tension frame for the underpass, a double-sided banner for the Olympic ways lamppost banners, a 300 sqm mega banner for the Civic Centre as well as a 250 sqm building wrap for the market square to help protect the aesthetics of the building site. The installation process took an integrated approach to ensure a wide-reaching impact on the millions of visitors to the site each year. Visual consistency was key with a core focus on filling existing media spaces on the site, and showcasing the monochrome, statement brand as effectively as possible with a brand takeover. However, this did not come without its challenges. As a particularly busy site with events hosted on an almost daily basis, the team had to closely co-ordinate with the construction contractor every step of the way in a very challenging and dynamic environment.
BoxPark Wembley is the biggest location for the brand so far. As well as meeting the client brief and achieving a seamless finish, this Gardners campaign supported the brand’s launch event, featuring in prominent press coverage including the London Evening Standard, Drapers and Retail Gazette and helping to fuel customer interest. Overall, the highly visual campaign played a pivotal role in helping to drive traffic to the site, leading the way for ongoing success.