Case Study
Projection Tower for the Pringles Mind Popping Campaign at the London Velodrome
Discover how Worldwide Event Structures built a striking 5-metre projection tower at London’s Velodrome for Pringles’ “Mind Popping” VR event—creating an unforgettable brand experience.
Client:
Crucial FX
Date:
Related Services:
Event Structures
Introduction
Pringles took over London’s iconic Lee Valley VeloPark—shaped like a giant Pringle—to host a dazzling light and laser spectacle for their “Mind Popping” advertising push. Tech specialists Crucial FX provided immersive VR elements, ensuring the event captured the fun, quirky spirit of Britain’s favourite snack brand.
Project Brief
Our team at Worldwide Event Structures was invited to design and build a 5-metre-tall tower that would safely house all technical equipment for the immersive show. It needed to be visually engaging, structurally sound, and easily accessible—without disturbing the venue’s flow or aesthetics.
Implementation
We utilised Layher System Scaffolding for its quick assembly and durability, constructing a robust tower with two internal work platforms linked by an integrated ladder. Heat-shrink sheeting enclosed the structure for weatherproofing and provided a crisp, modern finish. A zipped access at the base ensured seamless entry for staff and allowed maintenance to continue efficiently throughout the event.
Outcome
Positioned on the Velodrome’s concourse, the finished tower blended effortlessly with its surroundings. Crucial FX’s VR spectacle took centre stage, enhanced by dynamic laser projections and the venue’s distinctive shape. Pringles successfully delivered a memorable brand experience for attendees, while our straightforward, functional design kept operations smooth and secure.
About Worldwide Event Structures
From pop-up cinemas and outdoor nightclubs to fine art installations, our designers and engineers specialise in turning imaginative ideas into reality. By combining innovative construction techniques with creative flair, we help clients produce standout spaces that leave a lasting impression.