ANDROID AVENUE MWC 2019 - Stage One
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ANDROID AVENUE MWC 2019 Android Avenue: Twelve intricate environments with layer-upon-layer of detail. We delivered the entire Android Avenue activation at Barcelona’s 2019 Mobile World Congress, including twelve very different branded structures. All were produced to an exceptionally high standard, with smart black steel frames clad in a range of textural finishes creating a series of stylish, weather- proof environments in which to demonstrate Android’s latest technology. Project Planning This was our fourth year working with creative agency BrandFuel at this busy, high- profile industry event. A variety of factors including the outdoor location, high footfall and tight timeframe, mean that successful delivery of all elements relies heavily on astute planning, careful manufacturing and detailed scheduling. With twelve different structures to manufacture, progress through our different workshops is monitored closely. This year, over 23,000 hours were dedicated to production alone. Case Study © Stage One Creative Services Limited www.stageone.co.uk
We worked closely with the client to
maximise the efficiency of the installation
process. The entire activation was installed
on the same outdoor 215m by 6m plot in
front of the main exhibition hall, a location
that comes with a notoriously tight 48-hour
installation window. All the structures were
designed and carefully manufactured to
be broken down into the largest possible
sections for transportation. With permits
for extra wide loads, large sections or even
entire structures could be transported as
fully prepared as possible, carefully wrapped
and protected to prevent damage.
Our large premises meant we were able
to test build all elements of the activation
concurrently, providing vital information and
feedback to the client, also enabling them to
test all technology prior to arriving on site.
The Quarters
The structures were grouped into Uptown,
Residential, Creative and Cultural Quarters.
Black powder coated steel frames were
infilled with neatly finished cladding
including MDF in a range of scenic finishes,
Western Red Cedar or planed square-
edged timber treated with different stains.
Discrete hatches provided access into
the cladding and flooring voids and all
flooring was precisely cut in around the
base of each structure. Each structure
was weatherproofed with a breathable
membrane underneath the cladding, an
additional layer of rubber membrane fitted
tightly to each roof.
A level of refinement was achieved with
detailing such as curved corners in the
steelwork and cladding, crisp laser-cut signage
and high-quality painted trims. Each structure
demonstrated a different Android technology
which was seamlessly integrated into the set,
all power supply and wiring neatly concealed
beneath the scenically themed flooring and
within the cladding voids.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
Uptown Quarter
This area incorporated a wide range of
exterior finishes across structures that
included an Info Kiosk, Welcome Garden,
Hotel, Coffee Shop, Promenade and
Boutique. The Info Kiosk was clad with a
mixture of stained softwood and scenic
concrete. Curved polycarbonate windows
were set neatly within the black steel
framework either side of a black gloss
counter, with a large storage area behind.
This structure was transported and craned
into place as a single piece.
The Welcome Garden beyond comprised
long, concrete-effect planters, one with
integral seating the other with fun signage
created from CNC profile cut ‘Android’
lettering infilled with fake foliage.
The double height façade of the hotel was
given a bronze effect scenic finish with stylish
recessed lightbox signage. Tall ‘windows’
were created with neatly framed mirrored
laminate while the inside was themed to
look like an Art Deco style hotel reception
with features such as pigeon holes, desk, a
perforated steel sheet chandelier and even a
false lift.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
Scribed MDF was used to create the white
brick-effect Coffee Shop exterior. The
interior walls were given either a scenic
marble-effect finish or were fully tiled. Our
team laid the lino floor and added lighting,
aluminium door sets and glazing and other
elements including the coffee list and menu
signage. A brick finish was also used on
the Promenade, this time with an antiqued
effect. Inside, we provided steelwork to
support multiple projectors.
A combination of large glazed shop front
style windows, cladding sprayed with a
high quality white pearlescent spray finish
and a stained veneer helped create the
stylish Boutique structure. To the front,
we provided three stands for interactive
technology.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
Residential Quarter
Here, we recreated two domestic
environments: a Kitchen and an adjoining
Living Room. The scenic brickwork of the
Kitchen exterior contrasted with the white
painted rendered exterior of the Living
Room. Inside the kitchen, we recreated
exposed brickwork, created a blackboard
wall and built a series of bespoke kitchen
units complemented with open shelving in
an oak veneer.
In the Living Room, a timber laminate floor,
whitewashed walls, lighting and glazed doors
created an authentic context for showcasing
the latest Google technology.
Outside, a scenic Paint Tube provided a
playful moment. This fun feature was carved
from high density foam and covered with
GRP hard shell before being spray painted
and a self-adhesive vinyl applied to create
detailing. We also provided power and
themed flooring for a car demonstrating
Google technology.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
Creative Quarter
A Juice Bar, Record Store and Arcade formed
the Creative Quarter. The Juice Bar was
given brick effect cladding and industrial-
style glazing while inside we created smart
oak counter tops with neatly mounted
housings for Android devices similarly
machined from oak. We also machined a
bespoke recess for an integrated a sushi-
type conveyor belt. Shelving and ceiling light
fittings were created from decorative steel
work and the rear wall clad with Western
Red cedar. Next door, the Record Store
used a mixture of Western Red cedar and
concrete effect cladding, with laser cut MDF
signage providing a crisp finish.
The wave-like Arcade was made from
faceted steel that curved up and over,
creating an open pavilion sheltering a
patchwork of different sized screens.
Internally, the curve was clad with scenic
concrete panelling complete with 600+
drilled holes for LED pixels and mounting
points for a frame to invisibly support the
technology. To one side, we integrated a
vending machine and video screens, while
to both sides, the entire structure was
protected from the elements by large PETG
panels with smart white steel mullions.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
Cultural Quarter
At 25m long and 6m wide, the Gallery was
the largest structure. Manufactured in seven
modules, it bolted together neatly on site.
A crisp, white painted interior created an
art gallery context for demonstrating the
Google Arts app, whilst the striking exterior
included a lower level of concrete effect
cladding and Google blue painted walls, and
an upper level clad with a chain curtain.
The Digital Wellbeing structure formed a
series of gently curved cloistered spaces,
latticed walls, planting and seating providing
quiet places to relax. Decorative slatted
wood created the latticed effect and in
keeping with the garden-like environment,
the steelwork for this area was neatly
concealed, sandwiched between rebated
softwood sections. Each area was different:
we covered the larger, central zone with a
conical-shaped clear membrane; provided
mounting points for a fake tree in another;
and affixed a swing in one of the smallest
spaces.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
Detailing
Detailing was extremely important on this
project. Everything, from visible items such
as the huge range of different branded signs,
planters, street furniture and bespoke lamp
posts, to the invisible fixings, concealed
wiring and seamlessly integrated technology:
all was manufactured and installed to the
same high-quality specification.
With so many different structures, features
and components, this attention to detail
continues on site, with over a hundred skilled
staff and crew helping install the entire
activation from the floor up, including all
power, structures, signage and a whole raft
of additional features within the 48-hour
installation window.
Efficient Progress
Large, multi-structure projects such as
this play to our strengths. Manufacturing
everything in-house means we’re able
maintain tight control over all elements
as they move through our workshops,
maximising efficiency and providing effective
and timely feedback to the client.
Having the space to test build the entire
activation prior to the move to site gives us
and the client precise information: particularly
important when installing a large, high-spec
environment in such a limited timeframe.
Case Study © Stage One Creative Services Limited www.stageone.co.uk
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