Over three days in May 2014, agency M&C Saatchi Sport & Entertainment launched a fitness workout concept “THE PROJECT Immersive Fitness” in London’s Potters Fields Park to global media and consumers. The launch was to announce the partnership of Reebok and Les Mills Fitness brands. M&C Saatchi Sport & Entertainment brought in Metro Broadcast to build the audio/visual and staging in the media hub which was located in a 25m x 12m structure.
Les Mills Immersive Fitness is an entirely new exercise concept which brings the workout into the digital age; exercise regimes are carried out in a virtual world created by a panoramic, 360◦ projection making group classes both experiential and dynamic.
For the first of five launch events across Europe, the London pop-up venue consisted of two spaces; a virtual gym created in a customised cargo container on the back of an articulated lorry where both the press and the public could experience the concept for themselves; and a media hospitality hub in which Metro Broadcast was responsible for lighting, staging and AV.
Metro’s design and production team worked closely with M&C Saatchi Sport & Entertainment to develop a really high-end set and screen surround with a modern, clean finish in line with the project’s branding. HD plasma screens were installed to deliver the presentation content for both the press and public events.