THE PROJECT

Concept development, design, production, promotion and operation of Russa.Sochi.Park – Russia’s dual-centre official hospitality hub and fan zone sites in London during the 2012 Olympic Games.

WHAT WE DID

Eventica Communications had worked closely with the Russian Olympic Committee and the Local Organising Committee for the Sochi 2014 Winter Olympics, both in its Bid phase and in the run up to 2014, to communicate with international audiences and media.

In 2010, we were commissioned by both the ROC and Sochi 2014 to develop and operate Russia.Sochi.Park – consisting of two elements: the official hospitality house for Russia and the public promotion for the 2014 Winter Olympics – during the 2012 Olympic Games in London.

We produced the Russia.Sochi.Park activation from drawing board to completion. We developed initial architectural concepts for various prominent London locations, before identifying and securing two unique sites in Kensington Gardens and inside the grounds of Kensington Palace, by special permission of HM The Queen.

Russia.Park was the principal fan zone, VIP hospitality centre, media hub and home of the Russian national team during the Games. This vast open air site staged a full programme of rock concerts, cultural and business events and provided the perfect venue for Olympic spectators of all nationalities to watch the Olympics on our giant outdoor screens.

The other element of the project was Sochi.Park: a 6000sqm interactive, digital pavilion introducing the world to the next Olympic host city, offering the general public an enticing taster of the excitement that Sochi 2014 would bring.

We built a one-of-a-kind vast covered ice rink– in the full heat of a London summer – at Sochi.Park which was the stage for the biggest ice skating spectacular ever to be shown outside of Russia.

Our design team created brand ID, logos and merchandising concepts to unify the two sites and to foster brand awareness during Games Time whilst our media team coordinated and implemented the global PR strategy that we devised alongside the Russia.Sochi.Park project to deliver key messages, in London and worldwide, of Team Russia and Sochi 2014.

We operated the official Russian media centre at Russia.Sochi.Park, and ran a daily programme of press conference, press calls, interviews and press office services on behalf of our client throughout the duration of London 2012.

RESULTS

  • - 40,000 visitors across 16 days
  • - Full-service International Media Centre
  • - Promotional event programme
  • - Athlete press conferences