Royal Opera House’s River Pavilion Launch

Superglue were commissioned to create and produce the launch event for the River Pavilion, a new temporary Royal Opera House venue on the terrace at Somerset House.

The venture needed to represent both world renowned brands with very strong identities and bring them together harmoniously under one roof in a way that was both appealing and exciting to a high end commercial events audience.

The Brief

In 2013 we were commissioned by the Royal Opera House to help them develop ideas for creating new revenue opportunities. We conceived and designed a world-class ‘pop-up’ event space in London. Along the way we developed a successful business case with a central objective of attracting prestigious clients. The idea led to a deep partnership with Somerset House and the concept for the River Pavilion, a new temporary space, was green lighted in late 2013.  We designed the new venue with an exceptionally high-end infrastructure and ensured it represented both brands shared creative and artistic values.

The VIP launch event, needed to sing the virtues of the exciting new venue but without the venue there for people to look at and explore.  We overcame this challenge to bring the space to life using 1:1 scale blueprints of the floor plan sketched in situ on the terrace.  Artists then filled in the detail with chalk drawings on the ground showing the décor and ambiance inside.  Opera performances from the Royal Opera House chorus gave a sneak peek into the level of entertainment anticipated at the Pavilion and Tom’s Kitchen provided exceptional catering.  This coupled with elegant room dressings and delicate high end technical set up completed the ‘off-plan’ sales concept.

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We designed and produced sales materials to support the core launch event including a promotional video which told the story of the venue and its importance to both organisations.

We then re-cut the film immediately afterwards to include guests experiencing the launch event capturing their appreciation for the concept and use it as a promotional film in all digital and direct sales.  The approach meant that each organisation’s sales teams was fully supported in communicating this exciting venture.

As part of the launch plans we also needed to very quickly establish the commercial viability of the project. We supported the Royal Opera House and Somerset House by creating buzz with a ‘whisper campaign’ producing crib sheets, brochures and iPad presentations. This approach offered both organisations additional security in addition to testing the market for the business case it also established desire among a high net worth audience who crave exclusivity, generating sales and awareness.

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Our work strengthened both Royal Opera House and Somerset House as prestigious, heritage brands. It presented opportunities to showcase new and existing creative talent from both institutions. And reinforced Royal Opera House and Somerset House’s position as commercial entities ‘open for business’ with a high-end client database.

The services Superglue provided:

Event Production and Delivery

  • Project Consultancy
  • Event Direction
  • Event Management
  • Supplier Management

Marketing

  • Creative briefs for suppliers
  • Sales planning
  • Press and Media consultancy

Content Creation

  • Creative Briefs for Artists
  • Promotional Video
  • Promotional Brochures
  • iPad and Screen Presentations