With a brief to develop a premium VIP experience for Sky customers, onedotzero designed an entrance, walkway, photo shoot and lounge area for activations.
The Balcony Extension is the entranceway into Sky Backstage, and onedotzero created an impactful first impression communicating a feeling of luxury and exclusiveness through environmental design, interior materials, large-scale graphics and bespoke lighting design. The area was rethought and redesigned with new wall space planning creating a clearer entrance and additional storage. The customers are immersed in Sky’s iconic white world brand with beautifully lit white voile curtains, bespoke designed 'Show Light' batons and a lightbox signage.
The VIP Walkway is a passage connecting the Balcony Extension to Sky Backstage exclusively for the use of Sky customers only. Following the visual language on the balcony extension, we used white lit voile curtains to create a luxurious, bright walkway unique to Sky Backstage.
The welcome area Photo Shoot and Relay Wall is an experience designed to welcome customers into Sky Backstage, engaging them with Sky’s brand in a fun and playful way. The Photo Shoot backdrop is a faceted wall that is lit in Sky’s spectrum with changing coloured lights, a nod to contemporary fashion shoots. The customer can choose takeouts between a high-quality photograph or boomerang video, which they are encouraged to share on Facebook, Twitter and Instagram using the #SkyBackstage hashtag.
The photos are displayed instantly on the Relay Wall that casts to welcome customers into the space with an element of personalisation. The aim was to create beautiful and shareable images of each guest or groups. Feedback from customers has remarked that these are some of the most flattering photographs they have had taken of themselves, friends, family and partners.
The Lounge Area is a flexible and dynamic space that can be used for Brand activations and customer engagement such as VR, glitter, face painting and an area to try out Sky’s new apps on iPads. The Lounge continues the visual language from the Photo Shoot area with faceted walls, environmental show light graphics and mirrored panels creating a unique and inviting lounge space. Using Sky branding, The Lounge and the Relay Wall have concierge screens displaying welcome messages and informing customers of event times and news.
Environmental Graphics - onedotzero designed an environmental graphic motif, Show Lights that features throughout Sky Backstage integrating and connecting the spaces. The environmental graphic is inspired by stage lights, fitting in with the atmosphere of the entertainment arena venue.
This project is the first phase of a multi-phase design, redesign and refresh for Sky backstage.