Three Roald Dahl-themed activations

As the centenary of Roald Dahl's birth approaches, Event rounds up the best activations inspired by the children's author.

Heart Productions created The BFG's world in Leicester Square, London
Heart Productions created The BFG's world in Leicester Square, London

The London Eye's Charlie and the Chocolate Factory Experience

The Coca-Cola London Eye teamed up with Roald Dahl's Charlie and the Chocolate Factory on the West End to deliver an interactive experience aboard its capsules during Easter this year. The View of Pure Imagination event featured story-telling actors and Easter-themed craft workshops, plus chocolate treats for attendees, while the London attraction emitted a purple colour for the occasion. 

The BFG Experience

To promote The BFG movie, film distributor Entertainment One worked with Heart Productions to create BFG's 'Giant Land', based on the movie set in Steven Spielberg’s film, in Leicester Square for members of the public to explore. The site included a giant Dream Tree, reflective pools, and a cave entrance to the BFG's House, which contained a giant chair, bag and trumpet. The agency also built a bridge, leading into one of the cinemas, with a waterfall that parted as people approached it.

The BFG Dream Jar Trail

In partnership with Unilever and in conjunction with Roald Dahl 100, The BFG Dream Jar Trail launched in July to celebrate the release of the film The BFG. The jars, which were up to 6ft in size and were dotted around London, contained the childhood dreams and aspirations of 50 celebrities and top artists such as Steven Spielberg, Sophie Dahl, Quentin Blake and HRH The Duchess of Cornwall.

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