2019 Review of the Year
Posted — January 3rd, 2020

In 2019 we’ve led trends in sustainability, experiential retail, festival TV broadcasts and Instagram photo opportunities to name just a few. And we’ve increased our client roster to include Apple, Estée Lauder, and Stock X plus more challenger brands, blue chip companies and leading live acts.

Our fabrication foundry, located in central London so clients can visit and see their projects coming to life, was equipped with new state of the art machinery that our makers immediately put to work on ingenious new projects.

Upgrades included a CNC (‘computer numerical control’) machine for faultless sculpting of wood, foam board and diBoard. Alongside this sits a new laser cutter for immaculate detailing and excision of complex shapes in brittle materials such as acrylic. We used both to stunning effect on branding for Grey Goose vodka and DJ Patrick Topping’s Trick live tour.

Our canny artisans also used the laser to gently heat-brand flour tortillas with the Old El Paso logo at the Mexican food market leader’s autumn pop-up restaurant. And it wasn’t the only innovation on display at the London event.

The temporary restaurant was named ‘Make Some Noise’ after its intention to encourage conversation around the dinner table.

Made Up’s technology team used ‘piezoelectric’ systems to generate electricity from the hubbub whipped up by each group of diners. As the discourse flowed, guests unlocked perks ranging from heated tortillas to Margarita taps.

Our tech team were also key players in two of 2019’s most memorable entertainment moments. Working alongside Breakfast Show DJ Greg James, we created the Radio 1 Escape Room that held him captive in January, and his ‘Golden Tickets’ giving access to the UK’s most anticipated 2020 festivals hidden for listeners to find in October.

Back on 2019’s festival circuit, Made Up’s live team expanded its remit to include the backstage hospitality and television services now required by major outdoor productions. We provided green rooms for talent, TV scenery, large-scale step ’n’ repeat walls, and broadcast-standard lighting direction that optimises stage visuals for the audience watching at home. The majority of our festival productions were undertaken for the BBC at festivals including Glastonbury, Reading and Leeds, Radio 2 in Hyde Park, Radio 6 Music Festival in Liverpool, and more.

Made Up also operates from the wildly popular holiday island of Ibiza, where our dedicated workshops, studios and offices are open all year ‘round.

Specially fabricated photo opportunities, offering lavish backdrops for Instagram posts and holiday photos, were in demand from clients this season. The team created a giant three-dimensional logo overlooking the Mediterranean for Belvedere Vodka, a lavish backdrop for Ciroc and Moschino at the collaborators’ Friday night party at Pacha nightclub, and rustic swings for Havaianas flip-flops at its series of day parties that wound up with a live set from Feel the Love producers Rudimental.

Slick display booths to tour festivals and conventions – often housed in up-cycled shipping containers – were requested by leading-edge brands including sneaker resellers Stock X and healthy snack bar makers KIND. The container conversions were just one of many sustainable policies put in place by our workshop team, which included donating scenery to local theatres and creating large-scale outdoor festival branding from abandoned wooden pallets.

2019 saw the trend for retail experiences gather pace, and the live team took a boutique approach to in-store events for Apple, fashion shows for G-Star Raw, and live gigs for Timberland.

Made Up’s origins though are in live music production. It continued to lead the conversation in this field by creating rapper Skepta’s stage set, lavish venue dressing for DJ Patrick Topping’s Trick club tour, bespoke visuals for Blondie’s Amazon Prime gig at Union Chapel, and stage sets for the BBC’s acclaimed In Concert series with ELO, Robbie Williams and Stereophonics.

All this was possible thanks to the top team in European event production, and this year Made Up expanded to include several impressive new hires. 

Ben Lofthouse’s folio includes Goodwood Festival of Speed, Royal Ascot and Silverstone Circuit. Kady Gummerson joins us from Runwild Media Group. Experienced producer Tristan Bailey, founder of Lost in London and producer of European Gay Ski Week, lends his extensive premium event know-how to the squad. And our new Head of Fabrications is Joe O’Neil.

With over twenty years at the vanguard of the live events and experiential marketing industry, Made Up adheres to firmly held values of trust, craft and performance. To engage our teams in London or Ibiza, email us via info@madeupltd.com or call our hub office on +44 (0)207 231 7678 right now.

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