The Brief:

Sledge was appointed to provide carnival theming and additional entertainment for The Carphone Warehouse Annual Ball held at London’s stunning Alexandra Palace. The brief additionally required Sledge to create a themed karaoke room for the launch of The Carphone Warehouse’s forthcoming internal communications campaign, X Factor Fever.

The Solution:

On arrival at Alexandra Palace, the 9,000 guests were greeted by a lively carnival atmosphere with fire eaters, limbo dancers, a steel band and samba drummers and dancers. Following the reception, the venue’s three main spaces opened to guests. Whilst these spaces shared a common ‘carnival’ theme, Sledge created a distinct look for each. The Great Hall was transformed into a scene from the Rio Carnival with entertainment provided by colourful  and flamboyant carnival processions, stilt walkers, capoeira dancers, samba dancers and drummers. The space also featured an artificial beach area with giant palm trees, beach volleyball, a surf simulator and beach bars. In addition, Sledge installed a central spine truss, running the length of the ceiling, from which strips of material in the colours of the Brazilian flag were suspended.

The West Hall was given a more urban feel with strong influences taken from the Notting Hill Carnival. It was decorated with giant tube station and street signs and a 36 meter custom made graffiti banner, which was suspended across the middle of the room. Market stalls were set up for street traders: including hair braders, nail and graffiti artists, with additional entertainment provided by carnival dancers, street dancers and breakers.

The third space, The Panorama Room, was open to The Carphone Warehouse’s VIPs.  This dark, opulent space was draped in deep red cloth with ornate pillars and statues adorning the walls and bar area.  The room was lit with a series of candelabras and the centrepiece, a large birdcage, featured a burlesque performer.
A 70 person carnival procession toured the venue throughout the evening, creating authenticity and bringing the theme to life with guests experiencing the sounds and colours of a real carnival.

To launch the X Factor Fever internal campaign Sledge created a branded karaoke room complete with a stage and stage lighting. Promotional staff were on hand to tell employees more about the forthcoming company-wide talent search and hand out bespoke branded karaoke song sheets as well as X Factor Fever registration cards encouraging people to get involved in the forthcoming activities. Furthermore, the winner of last year’s competition was given a once in a lifetime opportunity to sing a couple of numbers on the main stage in front of 9,000 guests as a warm up to the main headliner act, Mika, proving that she had the X Factor Fever!