Sutherland Smith Group produces launch event for HTC at Bloomsbury Ballroom: pictures

Agency Sutherland Smith Group (SSG) transformed West End venue Bloomsbury Ballroom on Tuesday (12 April) into a conference and party space for the launch of mobile giant HTC's latest handset, and Event has exclusive pictures.

Southerland Smith Group launched the new HTC handset
Southerland Smith Group launched the new HTC handset

The agency created an afternoon press conference for more than 200 media and VIP guests in an environment that spurned the traditional theatre-style set-up and went for a contemporary sofa-style presentation.

In the evening the venue was transformed for a party that welcomed 500 guests and included a 4.8m screen and leading DJ Yoda.

SSG managing director Roger Smith said: "This was an exciting, but challenging project for SSG. We were faced with completely transforming Bloomsbury Ballroom in a very short space of time."

Helping the agency create this event SSG worked with caterer Zafferano; AV specialist Dimension, lighting company Visual Elements, projection and graphics by Creative Technology and set and staging from Set Square.

Pictures from the event were provided by Red Square Photography

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