O2 and AEG appoints Pd3 to launch ‘Up at The O2’ roof-walking experience

O2 and AEG are set to launch ‘Up at The O2’ this summer, giving customers the opportunity to walk across its roof and take in 360º panoramic views of the capital.

The companies appointed experience led creative agency Pd3 to design and develop the experience, as well as dressing of the base camp and landing pavilion and bespoke photographic mosaics out of visitors’ shared pictures.

Cameron Farrelly at Pd3 said: “Pd3 has spent 4 years working with O2 to deliver a tailored experience to The O2's millions of annual visitors - we know the venue's customers inside out and can deliver an experience that demonstrates fresh thinking and new possibilities in a fun and engaging way.

“Up at The O2 offers unique panoramic views of the Olympic Stadium, Historic Greenwich and all along the Thames and will be a great experience for anyone visiting the city. It’s really exciting to have extended our usual brief to work closely with AEG now too.”

Climbers will be fitted with bespoke climb suits, shoes and safety harnesses before climbing 190m along a fabric walkway to a central observation platform between The O2’s distinctive yellow masts.

Nuala Donnelly, head of The O2 sponsorship, said: “Pd3 embraced this brief with the enthusiasm and professionalism that I have come to expect and admire. And yet what they delivered still blew our socks off. The pd3 team implicitly understand O2 as a brand and what we strive to create for our customers through our entertainment partnerships. It’s testament to the strength of our working partnership that AEG also instructed pd3 to create elements of the customer experience. The end result is a seamless, fun, engaging and fresh take on a London attraction for the 21st century tourist. We think pd3’s work is nothing short of world class.”

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