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ICON boosted by acquisition of SPS Event Tech

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ICON announces the acquisition of SPS Event Tech Ltd (“SPS”) to further strengthen and complement its ability to bring brands to life. A world leading provider of branded environments and live events, ICON is part of CSM and the wider Chime group of companies.

SPS provides considerable capability in delivering branded solutions for retail environments, events and exhibitions, from creative development and visualisation through to 3D construction. Having worked closely together for several years, the acquisition provides significant opportunities for sales growth and strengthens ICON’s overall proposition.

Alastair Bewick, ICON’s CEO, said:

We’re delighted to welcome SPS into the wider ICON business. We have worked with SPS for several years and their capability in 3D design, production and delivery enhances ICON’s core offering of bringing brands to life, across all of our markets. Above all, we share the same ethos in our approach to delivering outstanding branded experiences for our clients.

Paul Tanswell, Director of SPS Event Tech continued:

We’re excited to be joining ICON. The structure and support they provide will give us a great springboard to grow the business, both nationally and internationally. We look forward to integrating our technical and visual services into the ICON offering, enabling the expanded business to support clients with an even wider range of end-to end solutions.


About ICON

ICON specialises in delivering branded environments and live experiences. Their work has been seen by half of the world’s population.

Originally founded in 1947, ICON operates from its headquarters in south-east London with a permanent staff base of 130, supplemented by international offices and partners covering Europe, Middle East, Asia, South America and Australasia. The company delivers branding and live events for their clients in sport, corporate, commercial and retail environments. Over the last 5 years, they have expanded their services to provide a bigger experience for clients across the world.

ICON delivered the iconic look and feel of London 2012, UEFA EURO 2012 and the FIFA World Cup 2014, turning spaces into world-class environments. The company realise maximum impact graphics for an impressive range of high-street brands and commercial clients. They activate extraordinary experiences in equally unique spaces; facilitating global awareness and launch events that encourage viral marketing. They dress communities with an exciting flair on special occasions; injecting atmosphere into any space using a variety of branding devices and temporary structures.

ICON, along with Fast Track, iLUKA, JMI and Essentially, is part of the CSM group, a Chime division. Chime is made up of four divisions, 50 agencies and over 1,800 people, with offices in the UK, Germany, Spain, Czech Republic, USA, Dubai, Abu Dhabi, Bahrain, Qatar, South Africa, Singapore, Hong Kong, Australia and New Zealand.



About SPS Event Tech

SPS offers fully integrated and seamless end-to-end solutions for retail environments, events and exhibitions, which are project managed from start to finish. At the Concept and Design phase, their Creative Design & Technical team can not only create a space that works, but advise on the right materials to use as well. As the project progresses, SPS provides in-house construction, logistics and installation, as well as storage post event. Above all, they understand that to sell, you must first be seen.


All England Tennis Club uses innovative graphics to show visitors the way

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As the Wimbledon Championships got underway this year, enhancing the visitor experience took a new turn. With over 35,000 visitors per day during the prestigious lawn tennis fortnight, unmissable graphics were the latest wayfinding development to keep the fans and traffic safely on course at the event and on leaving for home.

Championship manager Matt Crawcour said:

Providing the best possible visitor experience is hugely important to us. A big part of this is to provide information for everybody to move safely and efficiently with minimum queuing and delays.

The unique Applied Media floor-applied graphic system has been adopted as part of an experimental signage scheme designed to contribute towards continuous safety improvements. The scheme enhanced pedestrian, wheelchair and vehicle movements in and around the world famous venue in South West London.

The system, which is more usually employed for high impact advertising campaigns, provided clearly visible route markings to help the large visitor numbers enjoy even more of the Championship experience.

The London Borough of Merton also approved the system as temporary signage on the macadam footpaths around the perimeter of the Wimbledon complex. The signage safely guided the queue for tickets and the authority were impressed with results and performance and are assessing potential for future events in the borough.

Business development director for Applied Media, Larry Walsh said:

This innovation has been specifically developed to facilitate branding, advertising and signing opportunities in new and sometimes difficult to access locations. Sports fans will be familiar with the Applied Media graphics which were also adopted to provide branding in the challenging tidal environment at this year’s BNY Mellon Boat Race in London. Last year our parent company also worked closely with Transport for London using similar technology to apply and remove 120 kilometres of temporary games lanes for the Olympic and Paralympics games.

The panels are designed for use in areas with heavy pedestrian activity and can be overrun with vehicular traffic. The panels are easily laid on any sound surface and then quickly lifted without damage to the substrate or leaving adhesive residue.

Crawcour added:

Following the success of this year’s trials we may consider further opportunities to roll out Applied Media at Wimbledon next year.


Wimbledon helped traffic and fans get around more easily with its new signage.

Wimbledon helped traffic and fans get around more easily with its new signage.