EA-BRAND EXPERIENCE "NEED FOR SPEED™ HEAT HUSTLER MARKET" IN LONDON


On November 6, shortly before the official launch (November 8, 2019), Electronic Arts presented the new racing title Need for Speed™ Heat in London for 270 selected guests. VIPs,musicians, professional athletes, artists, influencers and some press representatives of the gaming scene met in the in-location "Printworks", a former print shop where the Daily Mail had been printed until 2012. An exhibition of 12 exclusive sports cars, including an NFS-look McLaren 600LT, inspired the car enthusiasts to talk shop about tuning real and virtual vehicles until the small hours.

Eye-to-eye with a real McLaren and other high performance sports cars

Being the secret star of the evening, the McLaren 600LT was the most sought-after photo motif of the Hustler's Market. The vehicle logistics and the positioning of the sports cars resembled an exclusive artist management, as almost all of them were exclusively provided to Electronic Arts by various partners and partly also private owners. Thanks to long-standing contacts with local partners, the Sollik team has mastered another challenge skilfully staging the coveted racing cars.

Southern flair and the NFS-typical streetracing feeling

The well thought-out light and space concept turned the warehouse of the old industrial complex into a meeting point for gamers and racing fans. Besides a racing contest on stage, where guests fought for the best time and a coveted limited edition of the official PUMA NFS HEAT Sneaker, the guests could try out the new features of Need for Speed™ Heat on 6 gaming stations. Together with graffiti artists, the guests immortalized the NFS cover on a wall. Special guest rapper "Aitch" turned on the style with his performance, underlining the atmosphere. The street food truck with pink graffiti was also a popular place to go, not least because of the delicious Tex-Mex food and cool drinks. 

Sollik Tasks 

_Location Communication

_Vehicle management and in-depth planning

_Coordination of the various service providers

_Technical specialist planning

_Branding

_Furniture

_Catering, hospitality, security