Smirnoff Nightlife Exchange Project Party

GTMS helps bring Miami to London

The Smirnoff Nightlife Exchange Project shipping crate has toured the country and it was now time to recreate it on stage on the day that London swapped nightlife with Miami.

GTMS were recruited by experiential agency RPM to build a new version of the Smirnoff Nightlife Exchange crate as a part of the main stage set as well as brand the Troxy venue (Limehouse, East London) throughout.

In the foyer, plasma screens were set into branded hides running show reels of footage of the project and bespoke archways were built over the doorways to lead guests into the main ‘Miami Superclub' room inside.

In the main ‘Miami Superclub' area GTMS built a complex 10m long illuminated neon-effect bar and back bar out of white fabricated Perspex. This contrasted with the venue's own black bar, which was also branded with bespoke illuminated signs using electroluminescent paper and theming.

Two ‘Miami Beach' bars were branded and dressed to give a tropical beach hut feel, and the ‘Little Havana' bar was dressed and branded to give a Cuban feel that reflected the theme of the second room.

Finally GTMS created the Smirnoff Nightlife Exchange Project Crate on the main stage. The front of the crate was designed to lower down in sync with the music, revealing the DJ inside surrounded by colour-changing Chromastrips. At the end of the performance the front of the crate was hoisted up again. The surface of the crate had to be specially prepared to maximise the effect of the projection mapping supplied by Lumacoustics which brought the set piece to life.

Fine details completed the look, with SNEP artwork installed to replace existing pictures in the venue and various directional signs to help people negotiate their way around the venue.