Bulmers was seeking to maximise its sponsorship deal with Horse Racing Ireland and building bars on HRI sites was a key part of that. Although there were a number of builds as part of this deal over the past year, the three-month long installation of The Secret Orchard Live @ Leopardstown was certainly a highlight of the HRI event calendar year. The Secret Orchard Live was a series of concerts that culminated in a special concert and experience in the Bulmers Orchard in Clonmel.
Not only was the brief and the design for this a challenge to complete, but the added difficulty of making sure the build was robust enough to withstand three months of Irish weather made the finished product that much more satisfying.
The installation of a huge, fully externally cladded marquee, and custom build bar interior, ready to serve the thousands of customers attending the four race days and concert nights, all keeping in line with Bulmers’ sustainability focus, turned out to be a huge success in the end.
The Bulmers Secret Orchard has a very iconic look and feel that we had created over the past year, and bringing this to life at Leopardstown Racecourse was key to making this build a success. We started off by cladding the exterior of the marquee in the Secret Orchard Rustic wood, then added custom apex banners to either end of the marquee finishing off the exterior. On the interior we added an artificial grass flooring, a fully branded back wall and then a custom rustic wooden bar. Along with all of this we created a branded outdoor seating area and branded the stage also. One key focus for this build was to make sure whatever we built could be reused many times more at future events. The final result was spectacular and an iconic piece of the Bulmers Secret Orchard history.
“Neon have been our partner agency since 2021 helping us bring our brands to life across racecourses including Leopardstown & Fairyhouse with both permanent bar builds and activations. The bar Neon created at Hurricane’s, Leopardstown for Bulmers is being held up as ‘best in class’ for how want to showcase our brand. Neon also lead the Bulmers Secret Orchard live at Leopardstown summer series, working with us and our partners in HRI to deliver an exceptional brand experience for our customers and consumers.”
Roisin Field, Marketing Manager Bulmers Ireland