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September 19, 2008

Carphone Warehouse kicks off European tour

The Royal Horticultural Halls and Conference Centre’s Lindley Hall in London was first stop on a tour of Europe for mobile phone giant The Carphone Warehouse’s latest live marketing campaign.

The innovative set, which will be visiting eight other countries around Europe including Portugal, Germany, Sweden and Belgium, consists of a full-scale replica of a modern home – complete with a sizeable garden and a garage. The concept behind the design was that each room showcases a different mobile phone manufacturer, with the entrance hall focusing on The Carphone Warehouse’s own products. The campaign aims to put people face-to-face with the latest mobile phone technology in the setting in which they will be used, while creating an intimate, relaxed atmosphere.

With its stunning vaulted glass roof and spacious interior, the Lindley Hall lit the set flawlessly, while the Edwardian and contemporary architecture provided an elegant backdrop. “The space worked beautifully for the event,” said Charlotte Groom, events manager at The Carphone Warehouse. “I loved the wooden floors and the natural light.”

Events agency Sculptivate is working with The Carphone Warehouse to roll the experience out across the continent.

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