PROJECTS

Gentlemen of the Road

Client: Mumford & Sons

Brief:

NEWSUBSTANCE were approached by internationally acclaimed English folk rockers Mumford & Sons to execute two site-specific requirements for the Lewes Stopover as part of their Gentlemen of the Road tour. Working with the bands incumbent designers NEWSUBSTANCE were tasked with the design, production and fit out of large bespoke stage wings along with the amplification of the Mumford's brand across the whole site, managing the production and delivery of all on site print requirements, site decoration, way finding, fly postering and route animation.

Event Statistics:

12 bands including Vampire Weekend, The Vaccines and Mumford & Sons themselves entertained close to 50,000 fans across the weekend, tucked away in a charming little corner of East Sussex. Strong picture led coverage across social platforms in particular Instagram.

Outcome:

NEWSUBSTANCE designed and delivered a set of bespoke stage wings made from a customised steel frame, wooden facade and hand painted frontage. To animate the wider festival site, in particular routes to the main entrance we peppered the lanes with a range of battered and distressed instruments synonymous with the band – piano, double bass, guitar, banjo, bass drum. Fly postered with a mixture of directional arrows and the band's trademark symbols the instruments were strategically positioned along all key routes to the main entrance providing a surprising, interactive way finding solution.  

Back