Case Study: USA House25.01.19
Royal College of Art, London. 27 July - 12 August 2012.
During the London 2012 Olympic Games, Timebased were selected to create USA House on behalf of Team USA. We transformed the 3 levels and exterior courtyards at Royal College of Arts into a dynamic and flexible hub that could be used to host media briefings, VIP interviews, medal celebrations, sponsor meetings and general relaxation, away from the fervour of the Olympic Park.
The space was designed to incorporate key sponsor areas. With a two storey Team USA Store with areas for Nike, Ralph Lauren, Oakley and official Team USA merchandise. There were three separate Deloitte conference rooms, a United Airlines lounge, Coco-Cola courtyard and Budweiser deck overlooking the Royal Albert Hall. The walkway was lined with sponsor BMW bikes, which members of the team could use to travel around London.
The exterior was subtly dressed, with branded vinyl logos on the entrance doors. The interior was well resourced and inspirational. We created a unique, comfortable home away from home for the international visitors.
Set over three floors, the hospitality suite consisted of an elegant and secure reception, fully catered hospitality lounge and dining area, two private outdoor areas, with courtyard and weather protected state of the art LED screens provided by Samsung and a shopping area for guests to enjoy as well as public visitors.
The interior was decorated with homely features, including a mix of contemporary furnishings, premium lighting and creative artwork. The different spaces were well connected through a sophisticated and elegant, understated style.