Guinness SmoothArena, 2005
– Direction of strategy + creative + production
– Designed for awe + resilience
– Toured four countries, six cities
– First large-scale geodesic dome in Africa
– Multiple award-winning brand launch
Making use of its efficiency, modularity, and high-volume/ low weight spatial qualities, the 60ft diameter geodesic dome was the center-piece of a choreographed, multi-staged product immersion experience, presenting to Africa the first new Guinness stout in over a century.
Without the use of cranes, the dome was erected and dismantled six times, by many hands, and transported from Lagos to Abuja and Port Harcourt in Nigeria, to Accra in Ghana, to Douala in Cameroon, and finally to Nairobi, Kenya.
The guest ‘journey’ was orchestrated by a custom music mix with guests hosted through a gallery space and film screening space before being ushered through a subterranean tunnel and up into the immersion dome.
The dome interior was illuminated by a custom animated projection featuring distinctive swirling and bubbling animations in the deep rich colours of Guinness stout. The space also featured custom designed portable furniture which echoed the triangular geometry of the geodesic dome.
Community Development Platforms
Water for Life Platform_West Africa
Social Impact + Resilience Projects
CEA Veterans Village Detroit_USA
CSEB cloister dome construction_India
Jack Fruit social enterprise_Brazil
Memphis green space + food security_USA
Geodesic Arena Tour_West Africa