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The Theatre at Here East
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The Theatre at Here East

THE DEVELOPMENT Here East is a business, tech, media, education and data innovation hub covering 1.2 million square feet located in the Queen Elizabeth Olympic Park in East London.

The centre of Here East campus life is the Yard – an architecturally landscaped meeting space that also provides an open event space for the community, flanked by office receptions and retail units

The dominating focal point of the Yard is the Theatre at Here East which is home to a 950 seat auditorium and cultural event space used for product launches, talks, screenings, exhibitions and presentations.

THE BRIEF The Theatre’s architecture reflects its future inventive and innovative programme. Embrace Building Wraps were approached to cover the south elevation which overlooks the Yard in order to transform the appearance whilst remaining true to the architectural style.

We were also asked to provide a creative opportunity to promote featured seasonal messaging and events from the structure itself.

Having been engaged in earlier discussions and having produced indicative artwork our client gave the go-ahead on an incredibly short timescale – just eighteen days from instruction to completed install.

THE SOLUTION To meet the brief Embrace developed and installed a giant vinyl self-adhesive building wrap measuring 405 square metres. A 75 square metre section on the right hand side was cleverly designed to be fully interchangeable using a marginally lower tack adhesive which could be changed to promote different events and activities, such as London Tech Week.

We provided a fully project managed service and initially conducted a full site survey. Numerous heavy duty vinyl materials were tested on the cladding before proceeding. Embrace printed all of the required banners which were UV washed to enhance durability and lifespan. Finally we prepared and cleaned the building surfaces before application of the building graphics.

The completed installation was delivery to the agreed budget and within the short timeline. The self-adhesive vinyl building wrap has had a hugely positive visual impact on the Yard, whilst also being a giant billboard to promote the latest events for Here East and their residents.

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