In pictures: SSE Green Room provides VIP experience for Hydro guests

SSE Energy Supply Ltd tasked agency XYZ to create a VIP lounge experience for its customers as part of the opening week of the SSE Hydro arena in Glasgow.


Located opposite the new £125m venue, the SSE Green Room experience launched last night (30 September) coinciding with the SSE Hydro’s opening concert with Rod Stewart. The actvity forms part of the energy supplier's ten-year sponsorship of the Glasgow event space.

XYZ, which collaborated with Frame and Material as part of the SSE Hydro sponsorship deal activity, created the experience within a temporary inflatable dome structure provided by Inflate. It will be open to SSE Energy Supply customers and their friends who are attending concerts at the SSE Hydro this week until Sunday (6 October).

The SSE Green Room will be open before and after gigs and features a Twitter fall - a 3D projection-mapped, pyramid-shaped water installation. It will be powered by tweet messages and photos posted by guests throughout the evening using the hashtag #hellohydro.

The SSE’s social media team will also be posting information on the installation such as traffic updates and train times. Visitors can also clap, cheer and chat into microphones located around the installation with the noise then being used as part of the projection.

Other highlights of the SSE Green Room include a cover stars area where visitors can re-create iconic album covers of the artists performing at the venue in front of a green screen. Guests can then take home a customised CD inlay, as well as download the photo from SSE’s Pinterest page.

Guests and their parties will also be able to have their photo taken in front of a paparazzi-style board, as well as enjoying a cash bar from Levy's Restaurants. A team of around 30 staff called energisers will be on-hand during the experience to answer questions about the SSE Green Room as well as queries about the campus, venues and local transport.

Paul Stanway, creative director at XYZ, told Event that all three agencies have been working closely with the venue as part of the project.

He said: "We did not want the experience to compete or detract from The SSE Hydro, we felt it was important that it complemented it. We have been working with the SECC’s commercial and operational teams to ensure we do not tread on anyone’s toes.

"The build took sevens days and the site is tightly regulated to ensure the safety of our guests and those attending the experience. It has been complex, especially designing the Twitter fall from scratch and building a level deck on the site of a car park, as well as considerations about the weather."

Gillian McCormack, managing director of Material UK, said: "We were involved with much of the customer profiling element of the experience and looking at an entertainment audience for SSE.

"To help provide the perfect experience, we did a lot of research and profiled events taking place at the Hydro in the next year to ensure we could help design experiences around them while helping the general public look at the company as more than just an energy company."

Colin Banks, sponsorship manager at SSE Hydro, said: "This is a fantastic test and opportunity to see whether we can adapt the Green Room experience for future events, including the Commonwealth Games next year. Working with the three agencies has meant we have been able to use specialisms from each company and it has been the perfect partnership."

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