Shell is a global group of energy and petrochemical companies that aims to meet the world’s growing need for more and cleaner energy solutions.
With considerable international involvement with motorsports, they find success in marketing within the motorsport industry, from grassroots sponsorships to Formula One.
In 2009 Ready, Set, Go approached Giant Inflatables on behalf of Shell to create a large, portable structure that could house their brand activation and display area that would travel across Australia to all significant motorsport and entertainment events.
We created an inflatable Superdome shelter twelve meters in diameter that offered 113 square meters of exhibition space. The Superdome was the perfect answer to the portability and setup challenges.
The inflatable structure could be transported on a single pallet across the country and be set up in an hour.
Once inflated, the cavernous space of the Superdome allowed for additional structures such as stages, lighting and rigging to be erected within.
To be as versatile as possible, the Shell Superdome was designed with removable zippered wall sections to compartmentalize sections if necessary, and the roof is completely removable.
These features allow for multiple uses and layouts and make the structure suitably enclosed during wet weather. The entire structure can be re-skinned for future events.
We used the tried and tested Superdome architecture, which consists of an inflatable frame covered with a skin, so the design process focused mainly on the graphical layout of the inflatable and brand identity.
After numerous variations on colour and branding options, the stakeholders chose the classic shell red to cover the entire inflatable, coupled with large branding areas spread across the skin.
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