In pictures: Shell's Make the Future Festival showcases latest tech

Agency Imagination has harnessed the Internet of Things, virtual reality and the power of experience to deliver Shell's Make the Future Festival.


The event opened yesterday (30 June) at London's Queen Victoria Olympic Park and runs until Sunday (3 July). It provides an opportunity for the public to experience energy innovations from start-ups, Shell and some of the world’s smartest students.

It is being billed as the UK's largest branded festival this year, taking over a site the size of four football pitches, and is expected to attract 40,000 visitors including 9,000 school children from around the UK.

Split across six zones, there is more than 15,000sqm of technology activities to get involved in, including a 2.2 km race track, interactive games, virtual reality experiences, and an Instagram takeover that transforms the @shell account into a live interactive map.

A mobile ‘maker pass’ allows visitors to vote up their favourite ideas, while giant zorbs will be used as a way for visitors to generate energy, then post videos of their efforts to YouTube.

Tom Gray, strategy director at Imagination, said: "Shell wanted to create an unforgettable festival that demonstrated the power of bright ideas and energy innovation from around the world.

"The ambitious scale of this event, which includes over 15,000sqm of activities and a 2.2 km race track, meant that we needed to tap into the Internet of Things, virtual reality and the power of experience to deliver a festival that would surprise and engage the thousands of visitors.

"Our motivation with every idea was to incorporate learning through interaction, through play, and to gather user content along the way to ensure that the event was educational across the board."

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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.

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