The Collective were asked by a global sports brand to supply ideas to instil excitement about the return to the workplace after lockdown. In addition, the space was brand new so no employee had been in the building before.
An overarching ‘OPEN’ concept was created, reflecting the mood of the time of finally being allowed to have the office OPEN as well as being OPEN to new ideas and new ways of working.
Two weeks of activations were created throughout the building, based on the brands involved with a level of education through play. Each zone was themed as part of the OPEN concept, for example an OPEN ARMS welcome pack was given to each employee on arrival, with a voucher inside to the OPEN BAR.
Each zone could be experienced ‘ad-hoc’, as all employees were returning at different times. Once a zone was experienced, an App was used to log that experience for that employee. Once enough zones had been experienced, they unlocked a virtual ‘golden ticket’ to the final event of the week. The OPEN-ing night party on the building’s roof terrace featured a celebrity DJ reveal, neon basketball courts, skateboard stunts and dance performers.
