Building on the success of the ‘Going Underground’ drawing competition in conjunction with the Architects’ Journal and RIW’s desire to further strengthen the association between below ground construction and structural waterproofing, this year CIB proposed an aligned strategy with a live event at its core.
The form this took was a joint exhibition in Gallery Two at The Building Centre curated by The Built Environment Trust exploring the dimension of London and other urban environments that still has the most space and potential to exploit – below ground. Titled ‘Welcome to the underworld’, the innovative partnership between The Built Environment Trust and RIW was designed to offer exposure to RIW’s brand while also delivering practical networking opportunities.
Highlighting recent (and international) subterranean projects of inspiration and challenge, the exhibition ran for two months and provided rich content for RIW’s ongoing PR and social media activity. Furthermore it was another creative means to engage RIW’s key target audience of architects and structural engineers to make the connection between major below ground construction, waterproofing and RIW.
The dedicated ‘Welcome to the underworld’ technical seminar on 17th April 2018 also provided an exclusive insight into the acclaimed Macallan distillery project (at the time still under media embargo) and was attended by 207 delegates from leading organisations including AECOM, Arup, CBRE, Gardiner and Theobald, RICS, Scott Brownrigg and WilkinsonEyre. Speakers included Toby Jeavons, associate partner from Rogers Stirk Harbour & Partners and Bob Lang, director from Arup.
The ‘Welcome to the underworld’ exhibition was attended by more than 3,850 guests while it was open. In addition, there were 89,836 visitors to the Building Centre’s galleries in total, many of whom will have visited the exhibition.
Such was its popularity, The Building Centre took the decision to extend the exhibition for a further 4 weeks (beyond the initial two months).
Where the exhibition has been featured on communal pages of The Building Centre’s website it received an impressive 19,766 views with the dedicated microsite receiving 3,545 visits.
‘The Building Centre exhibition was a fantastic way to associate our brand with interesting underground projects. The type of contacts who attended events during the exhibition period, and our speaker evening specifically, were the right people, in the right frame of mind. RIW don’t go for a hard sell approach; this collaboration was a subtle way of raising awareness of our ongoing involvement in major projects with cutting-edge practices.’
- Martin Radford, Business Manager, RIW