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Client: EDF
Project: London 2012 Olympic Games bid document
Credit: Produced at 3 fish in a tree, architects: Schmidhuber

As top-tier sponsors of the London 2012 Games, EDF were looking for partners to build a Showcasing Pavilion in the Olympic Park.

We collaborated with German architects, S&K, and showcasing specialists, iLUKA, to produce the identity and concept for the Pavilion. The brief was to showcase EDF’s contribution to delivering a truly sustainable London 2012 Olympic Games, and tell the story of how the company is ‘leading the energy change’ in terms of providing sustainable low-carbon alternatives to fossil fuels.

The concept for the Pavillion was based around the four classical elements – Earth, Air, Fire and Water. These elements could be used to tell the story of the diverse range of sustainable energy sources that make up the EDF energy mix. Earth represented bio-fuels. Air represented wind power. Fire, told the story of the low-carbon fuel used for the Olympic torch, as well as solar energy. Water represented tidal and hydroelectric energy. The fifth element, Spirit, encouraged citizens, households and businesses to ‘do their bit’ to reduce their own C02 emissions.

Our solution for the identity was to combine these five elements to form one mark – the five Wings of the EDF ‘turbine’. In this way, the identity could become something uniquely owned by EDF, and succinctly communicated the combined messages of sustainability and collective energy. The graphic language was intended to appeal to a wide and diverse audience – friendly, dynamic, fun and energetic with a real ability to cut through the Games clutter. The identity also needed to work across a wide range of touch points – from uniforms to merchandise, way-finding and the actual ‘experiences’ themselves.

Our remit even extended to the concepts for these various activities that a visitor might engage in whilst visiting the site. Each Wing of the Pavillion related to one of the elements – for example, the Air Wing would feature a stylised wind garden featuring small EDF windmills (also available as giveaways) set within a pebbled Zen-like garden. With strategically situated wind machines, children could turn the handles to generate wind to turn the windmills. The Air Wing would also showcase innovative eco-efficient gadgets allowing people to recharge their mobile devices and cameras.

The Earth Wing celebrated human power and provided the key participation focus for visitors to the EDF Village. The objective of this Wing was to collectively generate energy in a fun way – designed to become one big energetic plaything, where groups of people of all ages could take part, in a game called ‘The Energiser’. A Master of Ceremonies, or sometimes guest athletes, would encourage groups to dance, jump or stomp on The Energiser, an area of energy-capturing floor pads, to collectively generate power.

In addition to these concepts, we also produced numerous charts, maps and diagrams detailing on the position of the site within the Olympic Park, the layout of the Pavillion and its various activities, visitor flows and so on. In short, it was a gargantuan project – but richly rewarding nonetheless.

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