An audience consisting of Bloomberg employees and clients will be able to view the matches from inside an ESS building, which has been designed to Bloomberg’s specifications and includes clear wall panels. The site will also play host to other forms corporate hospitality during the tenure of the World Cup.
ESS will spend four days installing the environment and estimate a two-day decommissioning process to follow. The Superstructure, a 30m long by 25m wide open-ended building will also have hoardings at either end of it provided by ESS to carry Bloomberg’s branding for the event. ESS will be providing screen supports for Screenco’s Jumbotron installation at the site. The site has an underground car park directly beneath it, giving the installation team particular constraints to consider regarding point loadings of cranes during the installation as well as load spreading for the building itself. The site’s other challenges are determined by its location; it is at the heart of one of the busiest thoroughfares within the city, and close to both residential and commercial property.
Tim Norman, managing director for ESS said: "Since the launch of ESS’ Superstructure proposition in January 2001 we have been encouraging clients, particularly corporate clients, to let their creative instincts lead them into new ways of staging covered events. Bloomberg looked at a number of ways to achieve their aims with this project and I’m delighted that they have chosen Superstructure as their preferred route."
(Lee Baldock)
