01Challenge
When Debenhams reached out to collaborate on their event, we were thrilled. The goal was clear: create an event featuring stage talks, business updates, immersive brand activations, and unforgettable entertainment. The venue: Freight Island/Depot Mayfield, a spacious industrial site once a railway station at the heart of Manchester. Our challenge was to design an event that maximized the venue’s potential, highlighting the group brands like Boohoo, Karen Millen, and Pretty Little Thing.
Our process began with a creative brainstorming session where we explored ideas for the stage design, branding, activation workshops, and conducted a site survey. This is where the magic happens — bouncing ideas around to find the perfect concept, which we could then refine and execute.
Delegate management was another key focus. With 1,800 attendees, seamless logistics were essential. We worked meticulously to design a detailed site plan and collaborated closely with the venue to ensure the event’s smooth flow.
The scale of the production was grand. With 1,800 guests attending, the main stage needed an arena-style setup. Depot Mayfield, while an incredible space, required us to build everything from scratch, using only the rigging points. Our production partner helped us design an immersive stage experience to showcase presentations, content, fashion shows, and performances.
A major feature of the set was a massive ground-stacked LED wall, complemented by four flying projection screens, creating an immersive environment for guests. The event was designed to be more than a typical conference; we wanted it to be fun, engaging, and filled with unexpected moments.
Entertainment was carefully curated to maintain a high-energy atmosphere. We knew this event had to stand out, so surprises were planned at every turn.
Brand activations were also a significant focus. We wanted guests to not only see but experience the brands firsthand. Pop-up activation spaces offered interactive experiences. Guests could enjoy a fresh fade at Boohoo’s pop-up barber shop or pick up flowers wrapped in branded paper at the New York-style paper stand from Karen Millen. These activations brought the brands to life in a fun and memorable way.
Talent management, particularly in terms of security and logistics, was also key to ensuring the event ran smoothly.
02Delivery
The event kicked off with an exhilarating fashion show featuring Debenhams Group brands. Paddy McGuinness brought his trademark humour as host, keeping energy levels high and engaging the audience. The program included a fireside chat with Baroness Karen Brady, a darts competition with Luke Litler, and a founder’s panel Q&A. After the formal sessions, guests were free to explore the pop-up activations, grab a bite from street food vendors, and gear up for an epic evening party.
The night ended with a live performance by the Sugababes, giving the day an unforgettable conclusion. The event was full of energy, and the feedback from guests was overwhelmingly positive.
Day two brought 1,100 guests to the main stage for another action-packed day, hosted by AJ Odudu and Will Best. The fashion show was scaled up, and the program included inspiring talks from Tyson Fury and astronaut Tim Peake. The event ended with an incredible evening party, where Marvin Humes took the stage to DJ, accompanied by a cast of dancers and a giant Megatron robot — because why not? The Sugababes closed the night with another show-stopping performance.
Conclusion
The two-day event was a resounding success, full of surprises, high-energy moments, and plenty of fun. From the immersive stage design to the engaging activations and star-studded entertainment, every aspect was carefully crafted to deliver an unforgettable experience. Mission accomplished!
