O2 Arena Graphics
Sundance Institute is a nonprofit organisation dedicated to the discovery and development of independent artists and audiences.
Through its programmes, the Institute seeks to discover, support, and inspire independent film and theatre artists from the United States and around the world, and to introduce audiences to their new work.
Since 1981, the Institute has evolved to become an internationally-recognised nonprofit organisation that actively advances the work of risk-taking storytellers worldwide. Originally founded by Robert Redford in the mountains of Sundance, Utah, Sundance Institute has always provided a space for independent artists to explore their stories free from commercial and political pressures. By providing year-round creative and financial support for the development of original stories for the screen and stage, Sundance Institute remains committed to its mission to discover and develop independent artists and audiences across the globe.
The Brief
For the first-ever ‘Sundance London – Film and Music Festival’ it was essential that anyone attending the event could easily navigate their way around the Arena. Using advertising & marketing collateral produced by Cestrian were installed at strategically placed locations. Working to an extremely tight budget, a completely flexible and fully reactive production and installation process was introduced to manage inevitable last minute edits and amends.
Challenge
All printed elements were to be produced at the highest standards with a degree of creativity required dependant on the media space available or its specific locality. All print / build solutions needed to be produced within extremely tight turn-times as artworks were arriving from America with last minute edits / amends. Any solutions presented were to be easily and quickly installed and removed and as such adhering to all H&S aspects required by the venue hosts The O2 / AEG Worldwide.
Solution
A venue audit was carried out pre-empt footfall behaviour and how the print would provide key location information to keep everyone moving efficiently to their desired venue. Advertising / Marketing Media space was identified and materials / builds agreed which would provide the highest degree of visual impact. A dedicated Project Manager was assigned who would co-ordinate all the build, print and installation aspects for the event.
Outcome
Stucco walls outside the Indigo VIP Area were heat wrapped with a printed vinyl for a high level visual impact. – A press area was created within Cineworld by fabricating a robust temporary timber structure and stretching a fabric back drop around the build for celebrity interviews. – Seven foot tall Free Standing Displays Units were built, displaying printed event timetables on one side and specific event marketing on the rear. – Lamp poster banners / hoarding boards / internal posters / signage panels & fabric frame graphics complemented the more bespoke forms of branding to ensure a consistent look and feel around the venue.
Technology
Durst Rho printing onto blockout and frontlit PVC for Lamp Poster Banners, Hoarding Boards and Heat Wrap Vinyl’s. MPress printing direct to paper for backlit posters. Lightjet photographic printed mounted to black foamex and affixed to purpose built frames for Free Standing Display. Dye-Sub printed via the Mimaki for the fabric backdrops of Press Area.
