Boiler Room
Role. Senior Creative.
At Boiler Room I led creative direction across live events, designing stages and installations for audiences from 500 to 10,000 across London and Amsterdam. The work sat at the intersection of large-scale installation art and Boiler Room's visual identity — built to feel genuinely immersive in the room, and to travel well beyond it. Working closely with Pernod Ricard, I developed stage concepts that gave their brand a presence that didn't feel bolted on, while keeping audience engagement at the centre of both the physical and digital experience.
Boiler Room festival, Amsterdam
For the Boiler Room Festival in Amsterdam, I developed pitch decks and moodboards that shaped the overall look and feel of the site — from stage environments to spatial flow and brand integration. The goal was a visual language that held together across live performance, broadcast, and on-site experience, without losing the cultural credibility that makes Boiler Room what it is.
Sketch-up Mocks
Alongside the pitch decks, I built a series of SketchUp mock-ups to get the ideas out of the deck and into something you could actually read spatially. The models helped explore scale, layout, and atmosphere early on — giving the client something tangible to respond to, and making it easier to sense-check concepts against production and site realities before anything got too precious.
Outcome
Several of the pitched concepts made it into the final build. A scaffold installation became one of the standout features of the space — somewhere for the audience to sit back, decompress, and actually talk to each other between sets. The circular DJ desk came directly from the spatial proposals, putting the performance at the centre of the room in a way that felt considered rather than default. A TV installation with live imagery gave people something to interact with, while a panel lighting sequence through the entrance hallway meant the experience started well before anyone reached the dancefloor.
Boiler Room festival, London
For the London festival, I developed pitch concepts looking at how brand presence could feel like a natural part of the site rather than an interruption to it. This included early ideas for a Super Bock-sponsored bar, alongside mock designs for stages, flags, timetables, and audience-interactive installations — all built around the same question of how you design for a crowd that's there for the music first. The focus was on elements that supported wayfinding, social interaction, and moments of pause without getting in the way of the energy that makes these events worth going to.
On-site
At the event itself, the concepts translated into two pieces I was particularly happy with. The scaffold and mesh retail area reframed what festival merchandising can look like — open plan, browsable, and part of the wider spatial experience rather than a tent you duck in and out of. Retail sales were up 120% on the previous year. The flag series drew on Boiler Room's photo archive, giving the site a sense of its own history — landmarks within the crowd that felt earned rather than decorative.
