Golden glow for Hollywood Monster’s Event Signage


Event signage specialists Hollywood Monster teamed up with Coca-Cola to guarantee a spectacular and colourful welcome to hundreds of thousands of visitors to the London ‘feel-good’ games during Great Britain’s golden summer.

Coca Cola Bridge at Westfield Stratford

Birmingham-based graphics experts Hollywood Monster dressed the entire length of a pedestrian bridge linking Stratford rail station to the huge Westfield shopping mall, right next to the Olympic Park, on behalf of the world’s biggest beverage company.Hollywood Monster also worked alongside retail giants Westfield on many other graphics projects for the prestigious £1 million-plus scheme in the build up to, and during, the world’s greatest celebration of sport.Dressing the link bridge was the most complex project ever completed by the company and possibly one of the most difficult undertaken in the UK, said Hollywood Monster commercial director Simon McKenzie.“It has been amazing to work alongside Coca-Cola and Westfield on what has to be our most satisfying achievement to date. The project was first briefed into us in January and we had to come up with a plan to dress the entire bridge, from the Underground station into the Olympic Park, with graphics.“The bridge is very unusual in the fact that it is predominantly glass but also has light boxes built into it, and on the one side of the bridge the glazing twists and falls away at an angle towards the Network Rail lines below. We print-tested five to six new fully sustainable materials and worked alongside Westfield’s design and construction team testing the material on the bridge, and carried out prolonged testing for thermal stress to the glazing.”Simon added: “We agreed on a suitable material, and now all 1,000 square metres of production is on a fully sustainable material that has no pvc content, with a scratch free laminate that is also pvc free. We looked at various methods including running a lightweight tension frame directly into the steel girders, only to be told that no drilling was allowed on the main structure, and there was nothing for us to clamp directly to.“We then came up with plan B. This basically consisted of vinyl graphics with laminate to be applied directly to the bridge. This method had issues of its own as the bridge is on a gradient and rises from 2.8m high at each end to 4.4m high in the middle. To make things worse the floor rises and slopes also, making it very difficult to align the graphics over two elevations spanning 125m each.

“We created a CAD drawing of each individual glass panel. This consisted of over 160 individual measurements. We then used laser technology to measure the gradient of the floor to come up with some solid plans to Coca-Cola’s agency in Atlanta to start creating the artwork. The artwork is basically following the torch relay across the country, with images of all the key places visited during the relay journey.”

The process from start to finish took nearly three months from initial surveys to full completion due to the complexity of the job and the restricted working times – the company has had to work alongside Network Rail as the bridge runs over their lines.

Simon added: “We also wrapped link bridges and large expanses of glazing on one way vision material around the Westfield centre along with a 35metre x 12metre banner facing the stadium.”

The company installed approximately 4,000 square metres of sustainable vinyl applications to glazed elevations around the Westfield Stratford City centre, and dozens of flags and lamp-post dressings along with a 400metre double-sided crowd separation banner on the main walkway to the park.

Hollywood Monster employs around 80 people and works with major companies including Next, Virgin Media, LilyWhites, Ann Summers, Coach, Whistles, HMV, Westfield, Carillion, Morgan Sindall, Lovell Homes, Redrow and Bovis Homes.  Sectors it is active in include commercial and residential property, construction, retail, corporate, exhibition, outdoor media, event, stadium, museum and theatrical. 

Hollywood Monster has invested heavily in state-of-the-art printing technology enabling it to produce enormous banners and advertising hoardings at high-profile sites including sports stadiums, festivals, rock and pop concerts, shopping centres and property developments.

Other News

What our clients say about us

See what we can do for you

Enquire Now