Red Bull Dance
Your Style UK
Challenge
To curate a high-energy, uniquely London event for the Red Bull Dance Your Style UK National Competition, connecting authentically with the brand’s active culture driven demographic.
Solution
Hosted at Westminster’s Central Hall, the competition brought together dancers, creators, and a packed audience for an immersive experience of live dance battles. Upon arrival, guests could sample Red Bull products while participating in photo-led activations, to help create pre-event buzz, spark content capture, and encourage social sharing.
Central to the experience was a stage inspired by London’s underground and rave culture. Projection screens introduced dancers as they entered the stage and created cinematic hero moments throughout the competition. Bold lighting, subtly referencing the British flag colour palette, established opposing sides during the battles, heightening the competitive atmosphere.
LED wristbands illuminated the crowd during live audience voting, turning spectators into active participants and creating an arena-like energy. Combined with playful illustrative graphics throughout the space, the production transformed the historic venue into a reactive, energetic environment tailored to the event’s target audience.
