Up at the O2 set up guided by Pd3

Pd3, the experience led creative agency, is working closely with O2 and AEG to launch ‘Up at The O2’ – an experience on the top of the live entertainment venue, giving customers the opportunity to walk across its roof and take in 360º panoramic views of the capital.

Launching this summer, Pd3 has been working with the two companies behind The O2 designing and developing the end to end customer experience from arrival through to post-climb experience of ‘Up at The O2’, incorporating an opportunity for customers to experience the venue’s artistic and building heritage throughout each touch point.

The adventure starts at base camp where climbers are fitted with bespoke climb suits, shoes and safety harnesses. In groups of 15, the expedition will then climb 190m along a fabric walkway to a central observation platform between The O2’s distinctive yellow masts. A breath-taking challenge and experience for anyone with a sense of adventure.

Activity by Pd3 will also include experience design and interior dressing of the base camp and landing pavilion, the pre-climb briefing, and a user generated content experience that will build bespoke photographic mosaics out of visitors’ shared pictures once the climb launches.

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.”

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’’.

Up at The O2 joins the many great entertainment offerings at The O2 including the main indoor arena, live music venue – indigO2, The British Music Experience, a high-tech, interactive music museum, 11 screen cinema complex and vibrant ‘Entertainment District’ boasting a variety of bars, restaurants and leisure facilities.