Client: British Film Institute

When the British Film Institute were in need of a branded outdoor seating solution for a series of outdoor cinema events, we created the Bum Box, a corrugated seat for guests and a promotional tool, in one.

Brief: Create Branded Seating For an Outdoor Event

Hosting an outdoor cinema programme and the ‘Hitchcock’ festival meant the BFI were searching for a comfortable, convenient seating solution for attendees, which would also cleverly market their events. They approached us with their brief and from there the Bum Box was born. It’s a simple design that is easily assembled, protects guests from the ground, and provides sturdy back support, with plenty of free space for branding and promotional material to appear.

Solution: Corrugated Cardboard Seating

Once an initial design consultation to discuss structural and graphic work had taken place, our graphics department got to work on preparing artwork for the branded Bum Box, incorporating existing artwork from the BFI to keep the seating in line with their brand identity.

We were able to prepare a fully printed, accurate mock-up of the proposed design. This approach avoided production costs and allowed our client to see and evaluate the product in all its glory. A further benefit of the colour mock up is that it allowed the Atlas design and production teams to assess the product and recommend any necessary tweaks to ensure the manufacturing process ran smoothly.

From there, the full order of chairs were produced. They were printed using water based inks and varnish on our 4 colour EMBA 245 Ultima and glued on our large format J&L Multi-point gluing machine.

Benefits: Comprehensive Low Cost Event Branding

The clean and consistent graphics used in all of the Hitchcock marketing materials were transferred onto the Bum Box, resulting in a highly attractive, functional seating solution that also performed perfectly on a practical level.

An especially effective feature of the BFI Bum Box was the workable QR code. This enabled the user to access the exciting Hitchcock themed website via their smartphone or tablet device, seamlessly making the Bum Boxes a part of the digital marketing and promotion strategy.

The Hitchcock series ran for several weeks. The films were shown within the grounds of the British Museum and the reusable Bum Boxes were used throughout. Since then, our corrugated seating solution has appeared at various prestigious events and large venues nationwide, including the Southbank in London and Royal Ascot. The project also gave us the opportunity to work with partners such as NatWest, BFI and RBS.