Frazers Group wanted to reimagine their internal HQ event as something bold, bonding and brand-worthy. The ambition was to build a one-day festival that united staff through sport, play and performance, while giving major brand partners from Sports Direct a platform to activate in meaningful, memorable ways.

We designed a day-long experience built around team spirit, competition and culture. From Tough Mudder-style challenges to brand-led tents, each zone was created to spark connection and inspire pride. We shaped every detail – from the run of show to space branding and storytelling, culminating in a main stage conference, intimate interviews and a night of music and celebration.

What began as a one-off idea is now an annual flagship. The inaugural event drew record engagement, with twelve global brands activating across the site. Frazers leadership credited the festival with elevating team morale, brand loyalty and interdepartmental energy. A true culture-building moment with real business impact.