Dua Lipa Concert: Training Season Fan Zone

Client: Momentum  

Event: Dua Lipa Concert 2025   

Activation: Fan Zone  

Location: Wembley Way, London

The Brief:

Momentum were looking for an agency who could deliver multiple proficiencies, in house, to create an immersive brand experience for Dua Lipa fans. The focus was to ensure the AMEX brand was pinpointed as welcoming and as a way of introducing fans to their services through their love of Dua Lipa and pop music!

The Process:

It was important to understand the key aspects of a music concert (looking at pop music) and reflect these within the wider space to ensure Dua Lipa fans of all ages were excited to interact. Attention to detail was also crucial, where our production team looked at how we can use our truss and scaffold poles to create a consistent stage & concert feel throughout the space.

The Result:

Training Season Fan Zone: An immersive & interactive experience for all Dua Lipa fans! With giveaways, a disco space and various touchpoints for photo opportunities, fans got the full concert experience before watching the real show!

Entrance: As soon as fans stepped inside, they were welcomed by an illuminated AMEX logo with scaffold poles, to give a pop-up concert stage feel.

Disco Area: Complete with a dance floor, mirrors and DJ & AV solutions, fans could have a dance and embrace the atmosphere!

Mirror Selfie: Fitted out to replicate a backstage look & feel, fans get a selfie in the mirrors as an exclusive memory of their attendance.   

Exit: As a memento, AMEX provided various small giveaways as a thank you for fans visiting the space.

The team thoroughly enjoyed the planning & execution of this project, as we continue to expand and deliver in the brand experience sector. This project highlighted the key benefit that clients can utilise when they work with us; everything is created in house at Provision HQ. The entire project planning phase was seamless, and allows us to really focus on the small details that matter and make an impact for the brand.