Client – EE
Location – Alexandra Park
In October 2023, our Park was the stage for a world first, featuring a pretty special headliner.
The four day build of this event, which included two large cranes hanging a 50 meter gauze at the top of our south slope received plenty of interest from our Park users, curious as to what was happening but we were sworn to secrecy.
Little did they know that our iconic venue, was about to become part of history, hosting the tallest holographic projection in the world.
LONDON, ENGLAND - OCTOBER 19: The launch of the new EE, as Fatboy Slim and virtual backing dancers from across the UK light up the sky above Alexandra Palace to form the world's biggest holographic performance on October 19, 2023 in London, England. (Photo by Samir Hussein/Getty Images for EE)
LONDON, ENGLAND - OCTOBER 19: The launch of the new EE, as Fatboy Slim and virtual backing dancers from across the UK light up the sky above Alexandra Palace to form the world's biggest holographic performance on October 19, 2023 in London, England. (Photo by Samir Hussein/Getty Images for EE)
LONDON, ENGLAND - OCTOBER 19: The launch of the new EE, as Fatboy Slim and virtual backing dancers from across the UK light up the sky above Alexandra Palace to form the world's biggest holographic performance on October 19, 2023 in London, England. (Photo by Samir Hussein/Getty Images for EE)
LONDON, ENGLAND - OCTOBER 19: (EDITORS NOTE: Image has been digitally altered) Fatboy Slim and virtual backing dancers from across the UK light up the sky above Alexandra Palace, to form the world's biggest holographic performance for the launch of the new EE, on October 19, 2023 in London, England. (Photo by Jeff Spicer/Getty Images for EE)
LONDON, ENGLAND - OCTOBER 19: The launch of the new EE, as Fatboy Slim and virtual backing dancers from across the UK light up the sky above Alexandra Palace to form the world's biggest holographic performance on October 19, 2023 in London, England. (Photo by Samir Hussein/Getty Images for EE)
The Palace supported the M&C Saatchi Talk and EE teams, to bring to life the vision they had for this monumental Launch of the ‘New EE’. The telecoms giant is going through a rebrand and increasing even more their range product and services across other categories outside of telecoms, such as consumer electrics, insurance and home security.
The objective of this event – which was part of the largest marketing campaign since the brand launched in 2012 – was to build traction through media and the special guests invited with the event being streamed live on Instagram.
The creative concept was to take over the London skyline with the giant Holographic Projection announcing the launch and re-brand with a performance from one of the UK’s favorite DJs, Fatboy Slim.
The venue was the perfect choice, towering over London, allowing North Londoners to see the mammoth projection of Fatboy Slim from miles away. Ally Pally Park was kept open to the public so anyone onsite at the time of the event would have been able to witness history in the making.
Not many knew that the outdoor projection of the superstar was being filmed live inside the venue in our West Hall which hosted an intimate event for 300 guests.
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“Last night was a wild ride! We took over London’s skyline and made history,” said Fatboy Slim in a statement, following the performance. “A massive shout out to all those fans who joined me on the world’s biggest holographic stage to kickstart a brand-new era for EE.”
“ I had the pleasure of collaborating with Alexandra Palace on an event for my client, and I must say, they exceeded all expectations. Not only were they a highly professional team, but their unwavering support and dedication made the entire experience seamless and enjoyable. An invaluable partner in creating a successful and memorable event, hosted at one of the UK’s most iconic venues.”
Chris Photi, Account Director, M&C Saatchi Talk
