Custom Activation for The Star Football Season

THE BRIEF

Create an activation with a clear objective to signify The Star as Sydney’s home to Football.

A DESIGN SOLUTION

Initially this unique brief presented major challenges, however the DE&E Creative Team carefully considered a design solution to match the big goals. The end result was a sophistically engineered cantilevered and rotating football, 4 metres in length and 3 metres in diameter.

Requiring the expertise from all teams across the company, the Styling and Design Team devised the idea of creating a football showcase. The Custom Project Team assembled a focus group consisting of the Creative Director, Build & Construction Manager, 3D Illustrator and CAD Designer to research a construction process. Unique materials were required to create a seamless replica of an NRL rugby ball, which was to be finished in a contemporary copper tone. Complex mathematical equations and new processes, clear build specifications and the development of a prototype assisted in refining the project. DE&E’s Signage Department provided branding and the final detailing to create a show stopping activation.

FROM CONCEPT TO COMPLETION

A premium football replica of high gloss gold grandeur, reflective of The Star’s brand. This generated both greater social media reach and became a much anticipated, must see feature at The Star.

For the DE&E Team, this design was to become a true milestone for the DE&E Custom Build Team and the single biggest custom activation of 2015.