The Project:

To celebrate Primark’s 50th anniversary, event agency The Park organised the retailer’s biggest ever internal event across three event venues in Birmingham. The event welcomed 1,200 VIP guests, with a speech from the CEO live-streamed across all stores globally.

The Park needed to find a WiFi company to provide delegate WiFi for the 1,200 guests, all of which were using an event app built by CrowdComms, as well as connectivity to support a live video stream for Primark staff around the globe. The main event spaces were at The Crane and The Mill, both of which were challenging venues that were not set up to accommodate an event of this size.

Our Solution:

The biggest challenge for Noba was the fact the event venues had no existing infrastructure for the technology, meaning we had to start from scratch. We brought in fibre ethernet circuits and a cabled and WiFi network, and worked around the clock with Openreach and BT wholesale to deliver multiple 1Gbps circuits, all of which had to be installed and delivered within 8 weeks.

Live streaming to all global stores meant we also needed to build in redundancy across both sites so that in the event that anything failed, such as the primary internet line, then automatic failover would kick in, providing a seamless connection for the live streaming to all global stores. Noba installed a fully redundant network across the event venues. This catered for the live stream which went out to all Primark stores globally, as well as production WiFi and a VIP WiFi network for 1,200 users.

Thanks to Noba’s work on this event we went live around the globe seamlessly. We tested Noba to the MAX on this event and the team absolutely delivered. The delegate WiFi was faultless, the live stream went perfectly and the onsite support guys were brilliant. The timescales on this project were against us from the start but Noba worked around the clock to get this delivered in time.

Lloyd Major

Co-Founder & Production Director, The Park