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Brand activations

Disney-Searchlight Pictures, the Costumes of Poor Things

Disney-Searchlight Pictures, the Costumes of Poor Things

A brand activation including a display in the vibrant and busy foyer, with an estimated footfall of around 18k visitors weekly

A brand activation including a display in the vibrant and busy foyer, with an estimated footfall of around 18k visitors weekly, will showcase your brand against the backdrop of the Barbican’s iconic brutalist architecture. ​From pop-ups and exhibitions to interactive workshops,  we will work with you to craft a bespoke activation that aligns with your business objectives.

Working in partnership with the Barbican:​

  • Engages new and existing customers with meaningful, memorable and motivating content through sampling, experiential campaigns or digital storytelling​
     
  • Aligns your brand with an internationally acclaimed arts institution celebrated for its iconic architecture and world-class arts programme
     
  • Delivers return on investment by maximising the reach of our collaboration through a multi-platform brand activation, encompassing a dedicated space for in-person brand activations and experiences, as well as maximising OTS through a bespoke digital content and communications campaign
     
  • Amplifies your voice to a loyal audience across visual art, design, theatre & dance, music, and cinema, as well as young people and community groups
Find out more

Contact our Corporate Partnerships team at [email protected]

Case Studies

Emma Stone, Mark Ruffalo and Willem Dafoe

Brand Partnership: Searchlight Pictures

Our partnership with Searchlight Pictures celebrated the launch of the Academy Award-winning film Poor Things by hosting an exhibition and the red carpet UK Gala screening of the film at the Barbican with the film’s stars Emma Stone, Mark Ruffalo and Willem Dafoe.

For six weeks across Dec 2023 – Jan 2024, 12 costumes from the film were displayed in a special free exhibition in our Foyer. In the lead up to the Oscars, the exhibition reached over 100,000 people. The exhibition brought the magic of the film to life for audiences ahead of its general release, generating press and social media excitement, which resulted in Barbican Cinema topping the UK box office for the film’s release. The partnership generated over 20 press articles, including interviews with Holly Waddington on BBC Radio and red-carpet reporters from the Daily Mail, The Telegraph and Reuters. The film was nominated for 11 Oscars, with Emma Stone winning Best Actress, and Holly Waddington for Best Achievement in Costume Design.

Alongside the Gala screening and costume exhibition, the partnership included a dedicated partnership marketing campaign with over 800,000 interactions across Instagram and TikTok.

‘I’m delighted that these costumes are going to be on display in this great iconic building. I’ve always been a huge fan of the Barbican and its thrilling architecture.‘
– Holly Waddington, Oscar Winning Costume Designer
TOAST activation in the Barbican

TOAST x Barbican: A Circle Pop-Up in Collaboration with Phoebe English

To coincide with the Barbican’s textile-focused visual arts programme, the lifestyle brand TOAST hosted an 11-day brand activation to showcase their commitment to sustainable craftsmanship through a display of repurposed garments by designer Phoebe English and a series of workshops exploring themes of repair and renewal. The activation aimed to raise awareness of TOAST’s repair consultation service and circular fashion initiatives among the Barbican’s engaged audiences. Over 1,900 people visited the pop-up installation to attend a workshop or event, with an additional 50,000 passing through the Barbican Foyers during the 11-day activation, creating a strong physical presence for the brand.

The partnership was further amplified through digital channels, generating 350,000 engagements across social media and email communications. Through this collaboration, TOAST successfully brought their values of sustainability and thoughtful design to life in a cultural context, engaging a receptive audience and reinforcing their position in the circular fashion space.

How else can my business support?