wearesyn. approached us to deliver this project for New Balance, being the Big Half 2025’s official sportswear partner. The aim was to create breakout zones that would enhance the experience for both participants and spectators. These areas needed to be engaging, functional, and fully aligned with New Balance’s brand presence along the route. The project included branded activity points, energising DJ zones, and clearly marked water stops to support runners throughout the race. Imageco’s role was to produce and install these elements across key points of the route, ensuring a consistent, high-impact experience while managing logistics and timing.

To bring this brand activation to life, our CAD team first created precise digital prototypes of each unit. By designing virtually, we could visualise the final build in detail without needing physical prototypes, saving materials and enabling adjustments down to the millimetre. This careful planning ensured every element was both functional and visually well-executed before it reached the workshop.

Our joinery team then turned these designs into reality, meticulously crafting each piece for a seamless finish. For the Cheer Zones, the units were designed to combine practicality with impact. A robust powder-coated steel base in New Balance red , complete with castor wheels, makes them easy to move across uneven surfaces, while the birch plywood body keeps the units lightweight yet durable. Central storage is provided by a Euro container finished in New Balance grey, perfect for holding drinks and materials, while faux speaker units bring the energy of the event to life and add a dynamic visual touch.

The coffee bar was designed as a simple, welcoming hub for runners and supporters. A stainless-steel topper provides durability and a sleek finish, while the hollow interior with a rear-access shelf keeps storage practical for staff. Free hot or iced drinks were available for visitors to enjoy, with QR codes seamlessly integrated into the experience to encourage newsletter sign-ups.

The festival zone was brought to life by taking an existing container and turning it into a fully branded, immersive space. Birch plywood furniture, product shelving, and glass-fronted fridges were decorated with low-tac adhesives and fly posters to create a practical yet visually cohesive environment. A central coffee station kept runners and supporters fuelled, while faux speaker stacks, a curtain divider, and a back-of-house area helped define different zones and keep operations ticking over. The stainless-steel surfaces added durability and a slick finish, ready to withstand the pace of a busy event. Next door, an open performance space offered a flexible stage for live activations. Timber struts supported an optional tarp-style canopy, so the show could go on rain or shine, while functional speaker stacks and a DJ tower created a lively, engaging atmosphere. Every element was designed to balance practicality with visual impact, keeping the experience running smoothly from start to finish and giving visitors a memorable, interactive pit stop they wouldn’t forget.

Executing this project required meticulous project management to ensure the build and logistics ran smoothly on the day. With a tight two-day installation schedule and six weeks of prior planning, every detail had to be coordinated, from the transportation of materials to on-site assembly. Our CAD, joinery, sign-making, and installation teams all played a vital role. Three Luton vans carried the build items down to the site, where our London-based team immediately took charge of the install and subsequent derig. Despite challenges such as road closures and tight time windows, careful planning, and collaboration allowed every unit to be assembled precisely to specification, on time and on brand. Sustainability was a key consideration throughout. Every unit and piece of joinery was returned to Imageco after the event, ready for storage and reuse on future activations, minimising waste while extending the life of materials. The result was an engaging, high-quality brand activation that not only met but exceeded the client’s expectations. Feedback was extremely positive, with the client praising the flawless execution and the way the installations enhanced the event experience.