Shuttlecock Inc reveals brand activation and pop-up plans for 2015

Ed Templeton (far left) with the Shuttlecock Inc team
Ed Templeton (far left) with the Shuttlecock Inc team

Ed Templeton of pop-up and secret event business Shuttlecock Inc has revealed the company will be creating experiential activations with a number of tourism boards during the next 12 months.

Templeton told Event the company will be looking to increase its work within the brand experience space in the coming months. This will include standalone pop-up dining concepts, as well as festival activations.

"We have three maybe four projects planned for the summer, very much public-facing events," Templeton said. "We already work with Grey Goose at our restaurant and event space, Carousel, and we are keen to establish more relationships with brands for future events."

Throughout 2014 Shuttlecock Inc worked with Champagne Taittinger, Heathrow Express, Penhaligon's, Visit Spain, Visit Andalucía, Visit Alaska, The Alaskan Seafood Marketing Institute, Cerveza Alhambra, Orlebar Brown, Evian, Badoit and Disaronno.

Templeton also explained Shuttlecock's destination-themed pop-up experience, Mile High, will return in 2015 as a much bigger concept. "Instead of putting on each event for three weeks at a time, we are looking to expand the concept to two-month-long experiences, with several destinations featuring during each run."

The Mile High experience will cater for more guests each night compared to last year's events, aiming to serve between 60 and 80 guests in a more high-end, intimate restaurant setting, as well as catering for up to 150 attendees at a dedicated bar area. This compares with 100 guests per night throughout Mile High's 2014 event series. 

During 2015, the theme of Mile High's events will focus more on the 1950s era as well as the airport aspect of the experience. Templeton added it will also feature more production, as it looks to create an experience themed in a similar way to Leonardo DiCaprio film Catch Me If You Can and American TV series Mad Men.

The London edition of Mile High is set to take place during spring and autumn in 2015, while global versions are also in the pipeline in locations such as New York and Paris. Shuttlecock brought the concept to the US for the first time last September.

Templeton said as a result of the company's success in 2014, Shuttlecock is looking to add two new members of staff to its current team of seven full-time employees. "We are looking to recruit a minimum of two new starters in the next few months, in event production and new business roles," he explained. 

Carousel has welcomed such brands as Nike, Converse and Marks & Spencer since it launched last July to host events at the venue. "We are keen to push the venue as an event space, not just a restaurant, to those interested in hosting corporate events here," Templeton said. 

Read more about the Templetons and Shuttlecock Inc in our Secret Events special report.

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