International Experiential Marketing

The ING Sphere, Paris

ING were keen to raise their profile amongst those living and working in the elite business district of La Defense, Paris.

It was decided that the use of a giant sphere with room to meet and greet guests underneath, would make a great counter point to the architecture of La Defense and draw the crowds in.

Identity worked with ING to deliver graphics that complemented the projection of an ever changing combination of key words and phrases, onto the sphere itself.

International Experiential Marketing

La Defense, Paris

La Défense is the name given to the major business district of the Île-de-France region, just west of the city of Paris. It is Europe's largest purpose-built business district, covering 5.6 million sq m area, with over 70 glass and steel buildings, attracting over 180,000 daily workers, in over 3.5 million square metres of office space.

Around its Grande Arche and esplanade, La Défense contains most of the Paris urban area's tallest high-rise buildings.

International Experiential Marketing

Temporary structures with a difference

The base of the sphere is a flexible space, which can be used for a wide variety of uses. In this instance, it was a welcoming place for the promotional team from ING to meet & greet ad hoc visitors, discuss their products and serives and also to take the time to meet with and entertain pre-invited guests.

With both formal meeting booths and more informal spaces, guests were welcomed in and were able to learn more about ING and take the opportunity to ask a financial expert about various personal monetary matters.

International Experiential Marketing

Vinyl Graphics and projection

The branding of the sphere was very simple, very effective and constantly evolving. It was a combination of banners and vinyl graphics during the day and projection in the evening.

Projection advertising has been used in many different guises and grows in popularity. The first time that it came to real public attention was with various images projected on to the Houses of Parliament in the 1990's. But with the advance of technology, mapping of various buildings and landmarks, the ability to make moving images work with the backdrop, some incredible displays are possible.

The ING Display incorporated moving logos, words and phrases to catch the attention of those passing by in the hours of darkness.

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