Client – Minecraft
Location – South Terrace
In May 2024, our South Terrace hosted Minecraft’s celebration of its 15th birthday, attracting many devoted fans, both big and small, in person and online, with the tagline ‘Our Birthday, Your Party’. Minecraft, a game made up of blocks and creatures, has been loved and admired by many throughout the years, creating a vast community of dedicated followers.
The giant block, called #ShapeYourWorld, was built with the intention of encouraging interaction, allowing people to create, block by block, a real-life Minecraft world. Visitors could decorate the cube by using numbered magnets corresponding to a space on the structure, with the final result being a mosaic featuring a pile of cookies, a forest, and Big Ben.
As the community is largely online, people who couldn’t attend the activation in person could interact with it online and place a magnet ‘virtually’ with the help of one of the event volunteers. The incredible build and fun interaction of fans were captured by a drone, which truly encapsulated the grandeur of the cube. The creativity and sense of community fit perfectly with Ally Pally’s values and purpose: enriching lives through great experiences, forever.
The Edelman/Minecraft team said: ‘We hosted Minecraft’s 15th Birthday installation on the South Terrace of Ally Pally because of the unique, stunning view of the London skyline in the background and the fact that we were able to capture the event using a small drone. The Alexandra Palace team were extremely helpful throughout, and very supportive on the day of the activation. Their event team went over and above the call of duty when it came to ensuring everything ran smoothly and we were well looked after. I would definitely work with them again and recommend the venue for other branded activations’
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