The Project
For Labyrinth on the Thames 2026, Estrella Damm wanted to create a standout brand experience that would feel at home within the iconic surroundings of the Old Royal Naval College, while bringing the brand to life across the festival series.
The challenge was to create a premium, recognisable activation within a historic and sensitive setting. Strict weight restrictions, limited access and the practical demands of a live festival environment meant that every element needed careful consideration.
Orange Beach Bars worked closely with Damm and our delivery partners, Encore, Marble Private and Matt Tree Baskets, to develop a creative and practical solution that balanced brand impact, festivalgoer experience and the requirements of the venue.
Our Approach
Creating an Experience, Not Just a Structure
Building on learnings from the 2025 festival, we focused on creating a space where festival goers would naturally want to gather, relax and spend time. The introduction of stepped seating transformed the activation into a social meeting point, encouraging people to enjoy the atmosphere and engage with the Estrella Damm brand.
Designed Around an Iconic Location
The Old Royal Naval College provided an incredible backdrop, but its heritage status and strict weight restrictions presented unique challenges. We worked with our partners to develop a design that delivered visual impact while respecting the limitations of the site, carefully considering materials, construction and installation.
Bringing the Mediterranean to London
The activation needed to feel unmistakably Estrella Damm while complementing its historic surroundings. Thoughtful finishes, Mediterranean planting and carefully considered details created a welcoming, relaxed environment that captured the spirit of the Mediterranean and felt perfectly suited to the festival atmosphere.
Creative Thinking Meets Practical Delivery
A successful festival activation needs to do more than look good. From initial design and production through to logistics, installation and live operation, we considered how every element would work in practice. The result was a space that was visually striking, operationally effective and designed around the way festival goers interacted with it.
Collaboration at Every Stage
Working closely with the Damm team, Encore, Marble Private, Matt Tree Baskets and the festival organisers was central to the project’s success. Open communication, creative problem-solving and a shared commitment to delivering the brand vision helped us navigate the challenges of the site and bring the activation to life.
Results
The activation formed part of a hugely successful festival series, delivering an engaging brand experience alongside impressive commercial growth.
- 8 sold-out shows across three weekends
- 80,000+ festival goers across the series
- 71% increase in overall volumes across the three-week festival period compared with 2025
- 28% increase in average daily volumes compared with 2025
Beyond the numbers, the activation created a welcoming social space where festivalgoers could meet, enjoy a cold Estrella Damm and soak up the atmosphere in one of London’s most spectacular settings.
It demonstrated how thoughtful design, a strong understanding of festival audiences and effective operational planning can work together to create a memorable brand experience with measurable commercial results.
“Working with Sarah and the Orange Beach Bars team on our Labyrinth on the Thames activation was a fantastic experience. From start to finish, Sarah was an excellent communicator, understood our brand vision and went above and beyond to bring it to life.
She worked collaboratively with both our team and the festival organisers to find solutions, overcome challenges and ensure the activation worked for everyone involved.
Sarah is someone you can completely trust to deliver and I wouldn’t hesitate to recommend her and Orange Beach Bars. You know you’re in safe hands and the end result will be everything you hoped for, if not better.”“
Hannah Ginns
Senior Brand Manager, Damm
Why Orange Beach Bars?
We don’t just create branded spaces. We consider how festival goers move, interact and engage with a brand, and how thoughtful design and operational planning can enhance that experience.
From initial concept and creative development through to fabrication, logistics and live delivery, we bring together the right people, ideas and expertise to create activations that stand out, work seamlessly and deliver meaningful results for our clients.
Labyrinth on the Thames 2026 is a great example of how we turn ambitious brand ideas into memorable festival experiences.
We believe the best brand activations combine creativity, commercial understanding and exceptional delivery
