Advertisment Feature
Old
space,
new
tricks
Tobacco Dock
targets design,
lifestyle and
technology events
I
t’s not surprising
that one of London’s
leading exhibition venues
is targeting lifestyle,
technology and design
events. The venue is
incredibly cool and quirky
and creates a natural and
deeply historic backdrop
for brands to shine through
and attract the right sort of
visitors. Equally, Tobacco
Dock sits in London’s
creative and tech square
mile, just a short walk
from Shoreditch and the
city making it incredibly
convenient for buyers to get
to. In addition, the venue
has a myriad of versatile
spaces, formerly retail units
that lend themselves well to
brand breakouts and feature
areas.
Samsung chose to use the
venue to attract tech buyers
to launch its newest phone
by creating a powerful event
experience for visitors. The
venue has also attracted
brands including; Alteryx
Inspire Europe, Borderless
Live and Guinness Six
50 — March
Nations Rugby Launch.
The venue has had
considerable success in the
lifestyle sector, showcasing
leading events like Taste,
Meatopia, Bike Shed,
London Craft Beer Festival,
EGX Rezzed, FutureFest and
BBC Introducing Live.
Taste of London moved
to the venue because the
organiser felt the winter
edition at their previous
large-scale venue felt too
much like a trade show
rather than a consumer
festival, and it was simply
too expensive to add
personality to the space.
Their organiser ‘loves
being able to use the spaces
in different and exciting
ways’. For example, the
central bandstands become
enormous fire pits, the
Great Gallery holds pop-up
restaurants, and workshops
take place in the barrel-
ceilinged Vaults spaces.
Tobacco Dock still has
many of its original features
– York stone flooring,
original timber beams, cast
iron stanchions. Barrel-
ceilinged, exposed brick
vaults spaces, lantern roofed
atria add height and space.
Originally built in 1812
as a warehouse to store
luxury commodities from
the New World such as wine
and tobacco, the venue is
expected to hold over 300
events in 2020 across its
16,000sqm and 57 spaces.
Interestingly 65 per cent of
their clients are FTSE 100
and 120 are Fortune 500.
Despite its historical
significance, it boasts
an impressive technical
infrastructure. It has
immense WiFi capacity that
can support up to 8,000
devices simultaneously
ensuring there are no
connectivity issues. It’s also