CASE STUDY

Annabel’s Halloween Party

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Annabel’s Halloween Party

Annabel’s is a prestigious, members-only, Mayfair nightclub. Since 1963, it has hosted the likes of Frank Sinatra, Ella Fitzgerald, Ray Charles and Diana Ross. Today, Annabel’s continues to generate a palpable level of buzz amongst London’s elect circles.

There are few institutions that garner such a loyal level of interest. HBO’s seminal fantasy series, Game of Thrones is another such institution. This Halloween, it only seemed right that Annabel’s festive celebrations would honour the recently-concluded Westeros saga with an immersive party featuring White-Walkers, Dothraki, peasants and noblemen. Most striking and visible though, was the recreation of the pivotal falling of The Wall, through a 42 ft high by 34 ft wide building wrap recreating this iconic moment in the series.

Partnering with INCA, a creative events agency which specialises in luxury, lifestyle, arts and culture, we got to work determining how best to implement this idea. The key challenge in a project like this is synchronicity. A high-quality graphic must be produced at the perfect dimensions, dimensions which are subject to change at any stage depending on stakeholder preference. Moreover, council regulations dictated in this case that the facade must not conceal the original appearance of the building meaning an artwork redesign was also necessary. Inca settled on the final design below, assimilating the original features as part of the creative, and moved on to implementation. 

The scaffold team and structural engineers had previous experience working with this Grade 1 listed building and used window frames and ledges to secure the scaffold back, substituting ties being drilled directly into the building facia.

Installation of the Scaffold, key clamp framework and the graphic wrap was successfully made over the course of three evenings in the run-up to the event, with the dragon’s head fitted last. The final outcome can be seen below, one that guests and organisers alike were very happy with.

The social media response was excellent too, generating a lot of exposure for the event –  a great indicator of a successful outcome.

Close collaboration between production managers and stakeholders is crucial on a project like this one. The success of the Annabel’s Halloween party building-wrap is largely down to the sustained communication between each party. We were delighted to hear how impressed the guests were and we look forward to working with Annabel’s, INCA, Meinhardt and S2 events again

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