Sky Skills Studios
Sky Skills Studios is a purpose-built, permanent brand
space that opened Sky’s doors to schools UK nationwide. It
offers a unique, hands-on, educational experience that
inspires the ambitions and life skills of 12,000 students per
year through the medium of television. The experience
provides the school class with all the tools and expertise
for them to write, shoot, edit and share their very own
television report relating to their chosen subject’s
curriculum. Within three weeks of opening in September
2012, the programme was fully booked for the whole of the
first academic year.
Account Director: I had the responsibility of managing the
early strategic and creative development, working
collaboratively with the educational consultants, handling
the software interface, directing the interior design and
overseeing the 6-month build and testing.
Development: Jan 2011 – Sept 2012
Live: Sept 2012 – July 2015
Sky Backstage is an exclusive, 700 capacity bar located
backstage at The O2, the world’s most popular music venue.
The space rewards Sky customers with a VIP experience pre
and post show that will make their night extra special. They
get snapped by paparazzi on the red carpet after being
pampered by make-up artists, sing karaoke whilst seeing
themselves perform in 3D, or just relax with a drink and a
bite to eat. Since Sky Backstage opened in 2010, the bar has
hit 500-700 capacity every night.
Senior Account Manager: I worked collaboratively with the
Sky brand team to develop the style guide for the interior
design of permanent brand spaces. I closely managed
creative directors and interior designers to develop the
design of the space and the experiences, followed by client
liaison for all approvals.
Development: Nov 2009 – Dec 2010
Live: Sept 2010 – Sept 2014
Sky Gallery, another permanent Sky destination inside The
O2, is a purpose-built, three-storey brand beacon that draws
visitors into the world of Sky and offers an incredible
showcase of 3D entertainment across thirteen screens. Sky
customers pass through this clean gallery-like space to gain
priority access to Sky Backstage on any arena event night.
Since opening in 2010, the space has caught the imagination
of over 1,000 visitors a day to bridge the gap between 3D in
cinemas and 3D at home.
Senior Account Manager: This project ran in parallel with Sky
Backstage, so my role for this project was identical, in terms
of brand guardianship, interior design and creative
management, with the additional responsibility of 3D
Development: Nov 2009 – Dec 2010
Live: Nov 2010 – Sept 2014
O2 Fanspace, one of O2's permanent installations at The O2,
rewards customers with a relaxed, experiential hub that taps
into their passion for music. Music fans can choose to play
on the giant touchscreen to watch and upload their
favourite artists’ videos directly to their phone. They can also
tattoo their idol's logo to their phone or relax on the giant
cushioned daybed and watch music videos. The experiences
are digitally refreshed to align with the music events at The
O2, which ensures it truly acts as a space for music fans.
Account Manager: I worked very closely with architects,
interior designers and contractors to design and build the
structure. My responsibilities also lay in the management of
the strategic and creative development of the experiences
to ensure they championed the brand and truly rewarded
customers. Throughout, I acted as the key client contact for
the budget and approvals on the design and experiences.
Development: Jan – Oct 2009
Live: Oct 2009 – Sept 2012
GSK needed to inspire their 120 strong sales team with the
launch of Avamys, a new intranasal steroid for the treatment
of people with allergic rhinitis. Sledge designed a unique and
engaging one-day event based at a stunning private estate.
The event consisted of an interactive conference during the
day with motivational speakers and breakout sessions,
followed by a spectacular ‘Four Seasons’ themed party. The
guests were treated to falling snow and roasted chestnuts
at the entrance, blossom trees in the drinks reception,
summer lighting and live music for the dinner, and a lively
autumnal disco to finish.
Account Manager: I managed the event planning and budget
to finalise the venue, speakers, theming and entertainment. I
then worked along side the producer and production team
to deliver the conference and party.
Development: Dec 2008 – Jan 2009
Live: Jan 2009
We were tasked by O2 to develop a strategy that delivered
engagement for all festival goers, while also rewarding O2
customers, competition winners and VIPS with unique value
added experiences. The popular O2 Stage, hosting headline
acts, was housed inside the gastro pub garden experience,
surrounded by mini brand experiences such as street
entertainers, bicycle phone-chargers, silent phone booths
and face painters. O2 customers had the added value of
exclusive access to the luxurious backstage area, where they
could chill out with a cocktail and enjoy guest performances
from MTV’s Secret Sessions, without missing out on any of
the main stage action, thanks to the giant live relay screen.
Account Manager: I worked closely with the Account Director
to develop the strategy and creative concept. I then
assisted the production director with the pre-production,
onsite build as well as talent and staffing management.
Development: April – July 2008
Live: July 2008
O2 Spirit Awards
Sledge were approached by O2 in 2008 to design and deliver
their annual internal awards ceremony. We felt the 750 VIP
guests and award nominees should be treated to an
unforgettable night, themed “Superheros”, in their own
brand home, The O2. The ceremony was kicked off with a
ground-breaking 3D superheroes animation on Europe’s
largest cinema screen. The animation, produced by Sledge’s
film department, was the first ever to be screened at this
scale. The evening then moved into a slick awards ceremony
with celebrity hosts, James Corden and Mat Horne,
supported by video footage on the giant cinema screen. The
night was rounded off with a superhero themed party in one
of The O2’s largest music venues, Indigo2.
Account Manager: I worked alongside the producer during
the pre-production and onsite to develop and deliver the
awards ceremony. I also acted as the client liaison for the
production of the 3D animation.
Development: Jan – April 2008
Live: April 2008
O2 Lounge offers VIP treatment to O2 customers on arena
event nights at The O2. Access is granted to customers
through mobile barcode technology, but the digital
interaction doesn’t stop there. Visitors can update the
jukebox playlist and even the colour of the ceiling lighting via
text. The interior design of the space is another example of a
stunning brand destination that champions O2’s identity
and their loyalty initiative.
Senior Account Executive: As my first project developing a
permanent brand space, I was supported by an account
director to design the space and experiences. Despite the
support, I took the lead on the interior design and client
approval, followedby overseeing the build.
Development: Jan – June 2007
Live: June 2007 – Present
Microsoft are renowned for their annual employee summer
parties and 2006 certainly didn’t disappoint. We proposed to
host the 2,000 capacity celebration at a decadent private
estate just outside of London with a juxtaposing Latin
American theme, “La Noche Libre: A Night of Freedom”. Pre-
event, the employees were sent electronic invitations with a
link entering them into a interactive digital world to prepare
them for the themed night. The flamboyant event itself was
based in the beautiful gardens of the private estate with a
giant circus tent hosting the impressive headline acts,
including Groove Armada, surrounded by smaller tents with
entertainment, food and drink. The night was a resounding
success and has lived long in the memories of everyone who
Account Executive: Supported by an Account Director, I
managed the theming, talent booking, catering, venue logistics
and staffing. Being my first project, the client described my
passion and dedication to the project as a baptism of fire.
Development: July – Sept 2006
Live: Sept 2006