Client – BYD

Location – West Hall

In June 2025 our West Hall welcomed the all-new BYD Dolphin Surf launch, a bright, energetic event attracting YouTubers, TikTokers, and content creators.

The event featured test drives, street food, parkour performers, doodle artists, dancers and Vehicle-to-Load (V2L) for powering arcade games, a rotating photobooth camera and in-car karaoke.

Guests were welcomed by a fleet of cars parked outside the venue, ready to be test-driven, and walked to the West Hall via a large a digital screen corridor to see Stella Li, the Executive Vice President of BYD, unveil the neon green electric car.

With a one day build, BYD delivered a fun, vibrant and colourful event which mirrored their dynamic car. Alexandra Palace was the perfect location as cars could be driven up the slip road opposite the Palm Court and test driven surrounded by the best views in London.

The event perfectly showcases how the West Hall space can be maximised in different ways. the back of the room had a large screen and chairs for 600 people and each side had a car ready for unveiling. The back of the room had food vendors, a photobooth, a bar and many activations for content capture.

By championing innovation and creating multiple touching points in one space, BYD x Ally Pally deliver an engaging visitor experiences and create a car launch like no other.

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