LG commissioned Brainstorm Communications to help deliver a brand experience at the LG Arena in Birmingham, which opened its doors to audiences this month. The former NEC Arena, which was renamed by LG in a sponsorship deal last year, has undergone an extensive refurbishment programme which saw Brainstorm working alongside the venue architects to create a branded design concept.

Taking cues from LG’s “Life’s Good” proposition and recognising the synergies between brand and venue, Brainstorm devised the “Life’s Good LIVE” theme, visualised by a red “energy ribbon” motif which represents the excitement of a live entertainment experience.

The motif appears throughout the pre- and post-entertainment forum, and was also the influence for the suspended sculpture which forms a striking centerpiece just inside the entrance.

“It was important for LG to own the space in a sophisticated, design-led way, in keeping with the brand’s core values,” says Brainstorm company director Andy Shankland ‘we were able to influence the building, the colour palette and design in a way that was true to the stylish LG brand’.

“We needed to create a consistent look and feel but we also needed to make an impact - so we recommended to LG that we install a large-scale sculptural piece which would create a focal point for the Forum, while bringing the Life’s Good LIVE concept to life.”

Brainstorm enlisted renowned artist Paul Bonomini to work alongside their in-house creative team to turn the sculpture concept into a reality.

“The energy ribbon idea, and the concept of Life’s Good LIVE, were all about people and the good time people would have at the venue, so that was my starting point,” says  Paul, whose design credentials include the e-waste sculpture WEEE man.*

“The ribbon idea made me think about an Escher lithograph I’d seen – and then I came across a classic photo of Mick Jagger roaring with laughter. Taking inspiration from those two pieces, I worked with Brainstorm’s 3D visualiser to model a face which captured a kind of carefree, joyous expression which represented the “Life’s Good LIVE” experience. We then used this face as a basis for our ribbon-mesh models, before constructing the full-scale piece.

The final sculpture, which measures 4.5metres by 2 metres and hangs 3m above the floor, was created from lightweight aluminium mesh and weighs in at just 80kg.

“It’s a really interesting thing to be confronted by in a venue like this,” says Paul. “I hope visitors will get a sense of enjoyment and fun from it. Because it’s figurative rather than abstract - it’s instantly recognisable as a face - it’s got a real human connection. I really hope people will relate to it.”

On creating the sculpture for LG, Paul says: “I think it’s really positive that companies like LG are prepared to commission a piece of work like this, which says more than just ‘brand, brand, brand’. Yes, it expresses the “Life’s Good” idea, but it also stands in its own right. Interestingly enough, I think people will remember the LG Arena more because there’s a piece of interesting sculpture there.”