NEWS

Mitchell & Ness x Just Don

Mitchell & Ness x Just Don mobile retail space

Mitchell & Ness x Just Don mobile retail space

Mitchell & Ness x Just Don mobile retail space

Mitchell & Ness x Just Don mobile retail space

THE CAMPAIGN: For Steel Space Concepts’ second project with premium sports apparel brand Mitchell & Ness and their partner Just Don the mobile retail space moved to New Orleans, LA for NBA All Star Weekend 2014. With retail being a main focus as well as paying tribute to the iconic city in the south Just Don and the creative group at Mitchell & Ness came up with a lounge style atmosphere where customers came to shop, hang out, and listen to hip hop tracks from the live “in house” DJ spinning inside of the Steel Space 20. The prime Canal St. location became the place to be among the tens of thousands that made it in for the All Star Event. With two brands that pride themselves on textures and materials customer to product interaction was extremely important and optimized with the open layout and custom “floating” headwear fixture wall.

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Reebok & NHL

Reebok & NHL mobile retail location

Reebok & NHL mobile retail location

Reebok & NHL mobile retail location

Reebok & NHL mobile retail location

THE CAMPAIGN: Sports licensed apparel industry leader Reebok was working with their licensing partner the National Hockey League to create a mobile retail location that could be shipped throughout the country to provide retail space at each of the Stadium Series locations where Reebok and the NHL were “outside” of the comfort of one of the league’s affiliated arenas.

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Beats By Dre Audio

Beats by DRE pop-up retail location

Beats by DRE pop-up retail location

THE CAMPAIGN – Beats By Dre was looking to execute a pop-up retail location at The Grove outdoor mall in Los Angeles, CA from November through December 2013. Steel Space completely customized a SP20 for their launch of two new products for the holiday season as well as the $1,000,000 Graff Diamond headphones.

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THProductions/Old Navy

Old Navy touring capable retail marketing space

Old Navy touring capable retail marketing space

Old Navy touring capable retail marketing space

THE CAMPAIGN – THProductions came to Steel Space Concepts to create a touring capable retail marketing space to highlight Old Navy’s back to school marketing campaign occurring in August 2013. The SP40 traveled from Harvard University’s campus in Cambridge to the popular Faneuil Hall shopping destination in Boston.

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Altec- ICUEE 2013

Steel Space Concepts large-scale installations for Altec

Steel Space Concepts large-scale installations for Altec

Steel Space Concepts large-scale installations for Altec

Steel Space Concepts large-scale installations for Altec

In the context of ICUEE 2013, one of the most important annual events to regroup the biggest players in the telecommunication, electricity and related industries, Altec chose to partner with Steel Space to benefit from its experience and expertise in the deployment of large-scale installations.

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Broan Nutone- 2013 USA Tour

Steel Space Concepts' mobile unit for Broan Nutone 2013 USA Tour

Steel Space Concepts' mobile unit for Broan Nutone 2013 USA Tour

Steel Space Concepts' mobile unit for Broan Nutone 2013 USA Tour

Steel Space Concepts' mobile unit for Broan Nutone 2013 USA Tour

In order to launch their most comprehensive marketing campaign ever conceived, the choice was clear for Broan Nutone: an agreement with Steel Space to build a unique mobile unit.

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Bell SP20 in the heart of Red Bull Crashed Ice 2013

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CHEVROLET SP20 X SXSW 2013

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EXPRESS: Pop-Up Store SP20

EXPRESS - In collaboration with Relevent, a New York based full-service experiential marketing shop, Steel Space is excited to deliver a college Spring Break tour unlike any other using a SP20! The tour delivers a fun and unique environment for Express’ to showcase it’s brand and product. It’s a great place to hang out, play games and win awesome prizes and giveaways. With EXPRESS, it’s definitely a party in the Sunshine State!

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TIMES SQUARE LAUNCH OF THE GOOGLE CHROMEBOOK

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One of Steel Space’s biggest moments of 2012 was without a doubt the launch of the revolutionary Google Chromebook in Times Square!

For five days over the Thanksgiving holiday weekend, Steel Space partnered with a NY agency to simultaneously deploy three Steel Space units – one SP20 and two SP LITE 08 – in the heart of New York City for the release of the Google Chromebook.

The Internet search giant’s newly launched laptops were set up on sleek white countertops inside the SP units, giving passersby the opportunity to trial and get acquainted with the computers. What’s more, the phenomenal activation included a takeover of 9 of the biggest screens in Times Square, which were used to broadcast images capturing the reaction of users while they tried out the new technology.

With millions of visitors passing through Times Square during the activation, the Steel Space units demonstrated their effectiveness by delivering the results with the Chromebook selling out in less than 24 hours and website traffic spiking by over 50%.

Highlights of the activation include:

  • Rapid deployment of 3 SP units in record time.
  • Large footprint and high durability accommodating millions of visitors without any wear and tear.
  • Street level installation with the units open on all sides giving 360 degree access to the public, ensuring a heavy flow of visitors.
  • Seamless integration of all required technology to ensure smooth running of the activation in a heavy traffic & high profile location.

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COKE ZERO’s “MARCH MADNESS” in ATLANTA at MEN’S NCAA FINAL FOUR

Steel Space recently partnered with MELT, a full-service, integrated, Atlanta-based marketing agency, to deliver the most interesting and engaging interactive fan experience during the NCAA’s Final Four in Atlanta’s Centennial Olympic Park. “The Coke Zero lounge was definitely the coolest space by far of anything happening during the entire weekend” said Julie Kavanaugh of Alexandria Virginia. “They should have this every year for sure and maybe make it an even bigger space next time.”

For this event, the Steel Space SP40 was selected as the perfect environment for several reasons:

  • Quick and easy set-up that only took several hours for a 44×24 footprint + second level
  • Second level VIP lounge and viewing deck with a 360 degree panoramic view
  • Large footprint accommodating several hundred participants at a time
  • Interactive and engaging experience with gaming systems, ping pong and other similar games
  • Integrated sound system for music and wireless microphone announcements
  • A unique environment and custom “sampling” bars that was a draw for large crowds

If you have an upcoming local event or a national tour, Steel Space can help you achieve your goals! Just give us a call or complete our on-line request form …

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Steel Space Container Hotel / How Syfy’s ‘Defiance’ (NBC) Wooed a Tech-Savvy Crowd at SXSW

In addition to our amazing SP series of Steel Space units, we worked collaboratively with a well-known NYC agency and NBC’s Syfy channel to design, build and deliver a custom project at SXSW. We can easily work with you and build to your custom specifications and needs. At Steel Space, its It’s all about custom!

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Event Report by Brendan Spiegel / BIZBASH (Link to the full report)

Some highlights from the report:

AUSTIN Among the many dozens of brands angling for eyeballs at this month’s South by Southwest’s music, movie, and interactive festival, cable channel Syfy was one that stood out for many attendees with its creative activation promoting the upcoming hybrid video game/TV series Defiance.

What they settled on was a hybrid hotel/gathering/gaming space inspired by “Container Village,” a shantytown-like setting featured in the show. From March 8 to 11, Syfy created a real-life Defiance Container Village in Austin, setting up a series of shipping containers in a downtown parking lot. The centerpiece of the village was three pop-up hotel rooms that offered lucky guests the best-located lodging in Austin, just a few blocks from the convention center. The shipping container rooms, which included HD-TV, Internet access, a 24-hour concierge, and amenities like robes and slippers, were occupied by Defiance cast member Jesse Rath, Forbes technology reporter Jeff Bercovici, and blogger Curt Johnson of BestMoviesEverNews.com, who won his room through a Klout-sponsored competition by generating 14,000 retweets in three days.

For the rest of attendees, the shipping container village was also outfitted with a blogging station where guests could plug in their tech toys and recharge, a food truck from local Korean barbeque purveyors Chi-lantro, and a station providing an advance chance to play the game. At the “Need/Want Social Bar,” inspired by another location from the show (a saloon where everything you need is in the front and everything you want is in the back), guests could tweet their needs and wants at Syfy, with chances to earn swag and free tacos.

With so many entertainment options bombarding SXSW registrants, Syfy’s strategy centered on location over promotion.

In total, 3,500 people visited the activation over its three-day run, including 700 who showed up for the Sunday-night closing party.

“People appreciated the experience; you got to touch and feel the property in a way you don’t normally get to,” said Ortiz. She added Syfy is likely to return to SXSW in the future and is considering bringing the Defiance Container Village elsewhere. “We got great responses, with a lot of people tweeting, ‘Hey, are you bringing this to Comic-Con?’ So it definitely could be replicated.”

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DCIM102GOPRO

DCIM102GOPRO

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HTC POP-UP

Steel Space recently partnered with Live Nation and HTC to deliver a uniquely amazing pop-up store environment to introduce HTC’s new HTC One smartphone to users across America before it’s official release date on April 19th. The HTC One “Live Experience” tour is hosting “BoomSound Lounges” to show off the Beats-integrated stereo speakers on the new HTC One.

To demo the sound, the “BoomSound Lounge” pop-up listening booths will be available on the streets. They will be on display in New York’s Columbus Circle, San Francisco’s Embarcadero Plaza, Los Angeles’ Hollywood and Highland, Chicago’s Wrigleyville, Philadelphia’s Franklin Square and Atlanta’s Perimeter Mall.

For these events, the Steel Space SP20 was selected as the perfect environment for several reasons:

  • Quick and set-up that requires minimal staff for safe and rapid deployment without crane or forklift when possible
  • Mobile structures that look like a permanent structure and secure like a permanent structure.
  • Concurrent activations in 6 major US cities for a 2-week activation period all at the same time.
  • Integration of high-speed internet connections.
  • Natural pedestrian traffic flow with easy access
  • Custom-branded environment with plexiglass walls and integration of AC or heating.
  • Efficient and effective environment yielding cost savings

If you have an upcoming event or national tour, Steel Space can help you achieve your goals much the way we’ve done this with HTC and Live Nation!

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Maui Jim “Fly’n to an event near you!”

Taking flight at some of the largest events in North America, Maui Jim will debut a new way to experience its premium polarized sunglasses at many events in 2013. The company is rolling out a new high-tech events center that showcases the company’s sunglass lens technology that is only available from Maui Jim for a wide range of lifestyle activities.

Dubbed “The Flying Jimmy” and named after the company’s mascot (Jimmy the Parrot), the compact unit was designed by Pudik Graphics and features Steel Space’s Lite “8,” a shippable, eight-foot cubed event box. At events, the unit unfolds its “wings” into a dynamic display space that measures 24 feet wide by 16 feet deep. It can showcase up to 300 pairs of the newest Maui Jim sunglasses, the world’s only sunglasses with patented PolarizedPlus2® technology that eliminates UV rays, enhances color and cuts glare. The Flying Jimmy is packed with flat screen monitors to enhance the visual experience. Maui Jim is the world’s only company to use custom-created, lighted Polages™ that visually simulate what a person can see through a pair of Maui Jim’s sunglass lenses when glare is removed from your vision.

Could this be a glimpse into the future of pop-up stores? Absolutely! With Steel Space, cold hard steel has been transformed into a warm, inviting, Hawaiian-style mobile store of the future. Keep your sunglasses on, and eyes wide open, for a Flying Jimmy landing at an event near you.

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STEEL SPACE HOME DESIGN / FOR YOUR EYES ONLY!

Here is a completely different post than what you are used to receiving from Steel Space. It is different because our R&D department and our creative design department worked together to put some unique concepts together to show you what we can do for a living environment.

In collaboration with renowned architect firm HATEM + D (http://www.hatem.ca) located in the magnificent city of Quebec City, we present to you different house concept designs using recycled maritime containers. For the moment Steel Space is very active in the field of experiential marketing and event management, but we are testing new concepts for Partners and friends as we speak and will show you three hotel suites and a lobby constructed from recycled 40 foot containers. The units, constructed for SXSW 2013, present the containers in their simplest form on the outside while being decorated and furnished as trendy, urban hotel rooms on the inside. The contrast is simply amazing.

Therefore, here is our first version of our home designs that could easily be converted for your marketing events, a tour across the nation or simply to enjoy some time off at the lake. Do not hesitate to send us your comments and suggestions.

Enjoy!

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