Tailor-made graphics boost brand experience for Indian-inspired event

24th August 2007

The India Now festival, which took place in Trafalgar Square, London from 2-19 August, used specially designed graphics from Sunbaba to present the event’s striking branding to visitors and create a real spirit of the East in the UK capital.

This year’s festival took its inspiration from the Mayor of London's India Now season, with three weeks of breathtaking outdoor dance, theatre and spectacle, designed to illustrate the creative connections between London and India.

Sunbaba worked with the Greater London Authority (GLA) in branding the India Now festival. The company supplied heras fence branding that was used to mark off the festival site, performance areas, dressing rooms and act as a sight screen for generators and other equipment.

The 30 colourful UltraMesh heras panels were specially branded for the Indian-themed festival and surrounded Trafalgar Square, drawing attention to the celebration and helping to create an exciting cultural atmosphere.

Sunbaba also provided some of its light reflective silver Austronet for one of the festival’s highlights, the Juggernaut act by Tara Arts. The specialist supplier provided over 100m2 of their air permeable Austronet fabric for Factory Settings Ltd, who provided the bespoke steel and fabric construction for Tara Arts.

The Austronet 203FR Silver was hoisted into the air during the performance, soaring above Trafalgar Square for the theatrical ritual, which celebrates the cultural relationship between London and Delhi. The outdoor Juggernaut Tara-in-the-sky performance saw the platform rise up into the air to then reveal a magician. The Austronet was blended with other fabrics to produce a riot of colour that dressed the Tara Arts theatre platform.