The 2014 FIFA World Cup was held in Brazil, a country known for its high temperatures and challenging humidity. As part of a promotional experiential event, we built the ‘Lucozade Sport Conditions Zone’ – a bespoke, state-of-the-art immersive experience in Canary Wharf. The idea was to offer up and coming footballers a chance to play their game in the same conditions as those being experienced by the England Team. the average conditions of England’s opening World Cup game in Manaus, Brazil were temperatures of 32°C and 76% humidity.
Two structures were used to create the Conditions Zone itself as well as the additional facilities required to accommodate players, press, and of course the Conditions Lab, where players performance levels would be analysed.
A 20m x 35m structure was used for the Condition Zone 5-a-Side pitch and reception.
An adjoining 15m x 35m structure provided space for the conditions lab, changing rooms, and back of house area. The Conditions Zone provided a unique experience for players and visitors alike.
Being in place for a month meant the structure provided great brand visibility, the client reported “over 300,000 social engagements and an uplift of 8k on Lucozade Sport’s social networks” during the course of the experience.