Overview:
To mark the arrival of a luxury ship sailing into London for the first time, I developed a public-facing brand activation designed to extend the occasion beyond the invite-only onboard event. The concept aimed to build brand awareness by creating an engaging moment along the Thames that would capture attention, encourage social sharing and introduce the brand to new audiences.
Skills:
Concept development
Experiential design & OOH
Supplier liaison
Project planning
Designing for Engagement
The concept centred around a freestanding gold picture frame, carefully positioned to capture the ship and London skyline in the background. Visitors would be encouraged to step into the frame, take a photograph and share it using a dedicated campaign hashtag, turning the ship itself into part of the installation and extending the experience onto social media. The activation would be supported by a QR-led competition, designed to drive participation and newsletter sign-ups, creating opportunities for further engagement with the brand.
Bringing the Concept to Life
I carried out a site visit in Greenwich to explore potential locations, considering sightlines to the ship, public footfall and the surrounding environment. I used AI to create concept visuals from location photographs I had taken (as shown above), helping communicate the idea to stakeholders and provide suppliers with a clear visual reference for the proposed structure. Once a preferred location was identified, I explored permissions and worked with suppliers to develop the dimensions, materials, structural requirements and costs needed to bring the concept to life.
The activation progressed through concept development, site research and supplier planning, but ultimately did not go ahead due to last-minute changes in ship logistics.