Bell Canada’s Sleek Structure Looms Over Festivals
As a top sponsor of three of Canada’s biggest music and entertainment festivals, Bell Canada wanted to make a statement. The resulting four-story Bell Box not only created the dominant presence the company was looking for, it used its very architecture to represent the brand as a cutting edge, technologically advanced and digitally savvy telecom.
Six shipping containers were configured into a modular, 40-foot structure that offered 2,000 square feet of interior space, 700 feet of rooftop space and an additional 700 feet of ground-level space around the perimeter. A giant screen on the unit’s facade was used as a social media mosaic connecting users to live festival performances on other stages, as well as for conveying festival updates and buzz, celebrity sightings, breaking news and coverage of the day’s events.
Inside, consumers could get hands-on with the brand’s products, check out a studio where live TV and radio broadcasts were taking place, tap into a live social media command center and, for VIPs and media, take in the view from the rooftop terrace. A contemporary mix of metals and woods kept the interior surfaces feeling sleek yet welcoming. Interior finishing and furnishing, mostly white, minimalist and utilitarian, served as a blank canvas for Bell’s products and signature blue branding.
Outside, the raw steel of the containers was treated to create a smooth white finish. The finish reflected the structure’s lighting, creating a cool blue glow that was a key part of the overall ambience and a deliberate part of Bell’s branding strategy. At night, soft blue light emanated from the structure while thin strips of chase lights sculpted around the lines of the shipping container’s structure emanated energy.
Festival attendees found the Box hard to resist; throughput increased over previous sponsorship years and on-site sales grew as well.