The new shop will devise and deliver tech-driven, live experience installations and event concepts for brand activations, product launches and B2B events. It aims to bridge the gap between digital and experiential.
Gruve and Fishrod have been working together in the events industry for more than five years, creating experiences for clients such as BBC, Sky and Honda. Barksfield, who has previously worked for Brandfuel and Ignite/Wasserman, will take the role of creative lead and chief executive at Fat Unicorn.
Fishrod’s founder, Gavin Williams, has been named as the agency’s chief technology officer and will oversee its ‘technology laboratory’. Fat Unicorn will be based in London’s White City and currently employs 10 software and hardware specialists.
Barksfield explained that the merger "seemed natural" following Gruve and Fishrod’s close working relationship.
He said: "We genuinely believe that nothing is impossible and if ourselves or our creative clients come up with an idea that will genuinely add value to an event experience, Fat Unicorn will design it, build it and deliver it."
Williams added: "We’ve got amazing skill, great minds and a lot of experience in our team. It means we can create the things that come from the recesses of our wildest dreams, and make them a presentable and effective reality for our clients.
"Our stuff always works, it never lets the client down and we don’t do it if we can’t measure it."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.