Pepsi & Pepsi Max Projects
Pepsi Tower
Brand Activation at Wireless Festival & The Reading Festival, Working with ID Agency
Activation Result…
For the third year in a row, we are excited to share that we again worked with our brilliant clients, ID Agency, successfully interpreting and delivering on Pepsi’s design brief for the Pepsi Tower at Wireless and Reading festivals. The project consisted of two main components: the bar area and the main tower.
Production:
The Tower - This year the Pepsi Tower took a new form in a cylindrical shape. A pre-existing hexagonal-shaped structure was hired. For the first time, the structure was expanded to three levels instead of the usual two. Custom balustrade sections were bolted onto the legs of the structure to create a cylindrical appearance following the client's brief. These balustrades also served as mounting points for bright LED batons arranged vertically around the tower. A 1.8-meter circular light box was mounted on the front. The tower’s exterior cladding with black panels was designed with slots to allow lighting to shine through.
The Bar - A bar was built located behind a corrugated steel wall using scaffolding and 8 tonnes of ballast. Featured vertically mounted blue corrugated panels cut to fit the slope of the hill, which presented a construction challenge. Internals for the bar and branding were built, along with steps for accessibility.
Functional Spaces - The first floor featured a DJ booth with a backdrop. The second floor housed a beautician area with a makeup station. Finally, the top floor included two photo backdrops; A Pepsi can signage piece reactive to UV light and A mirrored section with five mounted mirrored Pepsi logos surrounded by LED lighting.
Additional Features:
Ceiling rigged with neon flex circles mounted onto timber.
The installation was technology-heavy, run from a media server.
Utilised less flattage and timber compared to previous years, emphasising efficiency and sustainability.
Challenges:
The first week (Monday-Thursday) went perfectly with the team focused on building the bar and walling. The second week (Monday-Thursday) was challenging due to weather conditions, including wind and rain, causing some delays. Despite the challenges, the crew worked diligently to meet the deadlines. The client was extremely satisfied with the final result, praising the team's hard work and dedication.
Sustainability:
As always, at Better Green Productions, the project prioritised sustainability:
Materials such as metal and timber were primarily used.
Furniture and LED lights were reused.
Minimal waste was produced due to the hired structure.
All wood used was FSC certified.
The structure will be reused for the Reading Festival and future events.
In summary, Better Green delivered a complex, visually striking, and sustainable project under challenging conditions, ensuring client satisfaction and a memorable experience for Wireless festival attendees.
Pepsi Max Tower
Brand Activation at Wireless Festival & The Reading Festival, Working with ID Agency
Activation Result…
Better Green Productions and ID Agency worked collaboratively on an awe-inspiring transformation and upgrade of the iconic Pepsi festival tower, which evolved into a grander, more spectacular presence at Wireless Festival and The Reading Festival, doubling in size from previous years and now covering a huge 300sqm footprint with 3x floors.
Production:
Once again, although a completely new design both Better Green Productions and our clients, ID, were keen to incorporate as many stock raw materials as possible from the previous year’s productions.
Much of the pre-production time was spent retrieving existing elements and reconstituting the materials into the current design. Sometimes a tough process but it has its own reward when so much raw timber is saved from being disposed of.
Challenges:
The structure is always a challenging build. It’s complex and large, and each site has its own obstacles; on top of this, we only had less than half the time we are usually allocated for the installation. This was a mighty challenge at Wireless Festival indeed, in fact, once the scaffolding took form, a mere 48 hours remained for our team of site crew, graphics installers, electricians, carpenters, AV, and operatives, to converge onsite to install decor, electrics, carpet, and lighting. It was a very tough two days but we met the challenge and exceeded it, delivering a tower that eclipsed previous years in sheer size and finish.
The Pepsi Max Tower
The Pepsi Max Tower was relaunched for 2022 as festivals finally came back online after COVID, Working with ID Agency
Activation Result…
The New Year brought new changes, with updates to the Lahyer constructed structure that sat at 10m tall overlooking both Wireless and Reading Festival.
Production:
New branding, new viewing rooftop, and nine new individual VIP Pod booths, each fully branded with transparent balustrades to give visitors the ultimate view and holding consumer-targeted branding to introduce the new infused Pepsi flavours.
Aside from the booths the ground floor featured a fully functioning bar with back of house areas balancing with the top floor and its open-air viewing platform.
This now iconic meeting point on the festival field with the best view on the site, the tower shone as a beacon at night with bold design architectural lighting when it’s interior and exterior lighting came into full effect.
Challenges:
Production challenges from site conditions to working at height, all taken in Team Green’s experienced stride as this year they battelled torrential rain and difficult conditions!
Pepsi Max Christmas
Bubbling over with Christmas spirit, Worked with ID Agency & Pepsi Max
Activation Result…
Many thanks to our client ID who activated a venue take over at the famous Backyard cinema in South London on behalf of Pepsi.
BGP was asked to transform the warehouse style location into the style of the mighty Pepsi Tower with LED lighting, fluorescents, props, bars and other branding requirements including a 3.5m meter high Pepsi can Christmas tree.