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Casa Bacardi

Marketing and Experiential agency Capitalize approached GTMS to assist in the activation of its festival activity for Bacardi at 2010's Electric Picnic event in Stradbally, Co Laois, Ireland.

Following five consecutive successful years at Electric Picnic, Capitalize designed a new and enhanced Arena experience for festival followers in Ireland. Drawing inspiration from the BACARDI family's exciting heritage and history, the Arena recaptured the spirit of Facundito Bacardi's legendary house parties, which took place in Cuba during the 1920s prohibition era. GTMS was brought in once the idea was signed off to assist with the implementation of the production.

Along with installation of the bar system and furniture, provided for Capitalize by GTMS for Bacardi UK Festival activations, it was also commissioned to work very closely with the Production Manager and Creative Director at Capitalize to realise the set build and dressing. This included over 365sq m of printed roof banners art worked from a photo shoot of the actual roof tiles used in the build and custom made marquee leg covers to turn the aluminium extrusion into rendered columns with CNC Bacardi logos atop. The set build also included a central hexagonal seat to surround the palm, a bespoke entrance arch which had space for internal lighting and a double height building facade including balcony dressing.

The facade was designed to fit to a Layher scaffold system, provided by EventSERV, and was colour matched back to the original mood boards and painted with a textured paint finish to provide a rendered look. A small tile effect roof was added using vac form hand painted panels along with detailing to the windows including fret cut branded shutters and opal acrylic windows to allow them to be back lit to bring the structure to life at night.

All equipment was trucked in three 40ft trailers from the UK and installed by a team of six GTMS crew working under the direction of the Production Manager at Capitalize. The GTMS team worked alongside 25 crew from five different companies and the onsite build, event and de-rig took a total of seven days.

The event was a great success and was nominated for best brand activation at the UK festival awards. All stakeholders extremely pleased with the final look of the structure. The set and facade has now been cleaned and put back into storage for use in the 2011 season.

Build Print Management Logistics Installation
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