Launching the ghd Sculpt Line at Waterloo Station

To unveil its new Sculpt Line, ghd staged a four-hour brand launch at the Leake Street Arches beneath London Waterloo Station. With 1,200 square metres of exposed brickwork and vibrant street art across three interconnected railway arches, the venue offered a bold urban canvas where the challenge was to carry ghd’s visual identity through every guest touchpoint. Ideas Box was brought in to create and run a catering experience that felt fully integrated into the event.

Working closely with event producer Bloom&Co, London, we designed two bespoke digital coffee bars that would feel like a natural extension of the launch rather than a separate catering installation. White Elektra coffee machines, warm timber finishes and integrated lighting echoed the ghd aesthetic, while large built-in screens carried the campaign imagery throughout the event.

Together, these details turned each bar into an active part of the brand environment: a place where guests could pause, connect and experience the launch without stepping outside its visual story.

Branded event catering designed around the launch brief

Our menu was designed with the same care as the bars themselves. Premium artisan coffee, matcha teas and a range of milk alternatives gave guests choice while maintaining the quality and presentation expected of the ghd brand. Matcha, included specifically in response to the brief, added another tailored touch to the experience.

Lighting by Vibration Group amplified the arches’ industrial character and worked alongside the illuminated bars and campaign screens to bring the wider production together, keeping ghd’s product range visible throughout the space.

Creating the right look was only half the challenge though. To make the experience feel effortless for guests and organisers, Ideas Box also had to coordinate access, power, equipment, branding, stock and staffing within a tightly managed production schedule. Weeks of preparation turned an ambitious creative concept into a service that was ready to perform from the moment the doors opened.

Event planning and logistics behind a seamless brand launch

For Bloom&Co, the value of that preparation was confidence: confidence that the bars would arrive at the right time, fit the production plan, meet venue requirements and be ready before guests entered. By taking ownership of the practical details, Ideas Box allowed the wider event team to stay focused on delivering the launch.

That confidence was built well before event day too. Ideas Box coordinated with Bloom&Co, the venue and other production teams so that every requirement – from loading access to the final screen test – had an owner, a deadline and a place in the wider schedule.

Getting the logistics right. Vehicle registrations, crew details and loading arrangements were confirmed ahead of time. Our two-hour setup window was carefully coordinated around furniture, lighting and production crews, with supplier loading times planned in advance. Venue procedures, health and safety requirements and the necessary approvals were also factored into the preparations.

Choosing the right equipment and position. The size and configuration of the bars needed to suit the available space, the wider event design and the expected demand. Power requirements were confirmed in advance, with four 13-amp supplies allocated to the setup. Cable runs and equipment positioning were planned to keep the installation safe, tidy and practical.

Making the digital branding work. The campaign video was supplied by the client, but it still needed to be checked for compatibility with our screens. We spent time preparing and testing the file, confirming the correct format, resolution and playback before it reached the venue. On site, we checked that the screens displayed the imagery correctly and looped as intended.

Planning for the people, not just the equipment. We tailored the menu to the audience, ensured allergen information was gathered in advance and arranged suitable milk alternatives. Matcha was specifically included to meet the brief. Stock quantities were calculated against the agreed serving requirements, and staffing was planned to maintain service standards during the four-hour event.

Individually, these decisions were easy for guests to miss. Together, they removed friction from the production, reduced risk for the organiser and created the conditions for a calm, consistent service on the day.

On-site event setup and catering operations

Two hours before the launch opened, five Ideas Box crew members began turning the plan into reality.

The bars were unloaded, moved into position and connected; coffee machines were brought to temperature, grinders filled and screens tested; lighting, video playback and cable runs were checked before the baristas changed into uniform. By the time the first guests arrived, every visible detail – and every detail designed to remain invisible – was ready.

When the doors opened, the preparation paid off. Across the four-hour launch, the two coffee bars served approximately 500 people between throughout the event, while the digital screens kept ghd’s campaign imagery present at the point of service. Stock finished within 5% of the agreed serving quantities, minimising waste without compromising availability – an important part of our eco credentials and commitment to sustainability. The result was a smooth, high-quality service that supported both the guest experience and the wider production.

The result: a smoothly delivered product launch event

As the first direct collaboration between Ideas Box and the client, the launch was also an important proof point: the team had translated a demanding creative brief into a dependable live experience.

That attention to both presentation and performance was recognised by Bloom&Co. Its review highlighted not only the quality of the coffee, but also Ideas Box’s willingness to tailor the machines, stands and digital content to the event aesthetic:

“Not only was the coffee made to a really high standard, we were able to fully brand the stands with video content and the team even checked which colour coffee machines we would like to ensure they fitted the aesthetic of the event.”

The feedback captured the contribution Ideas Box had set out to make: not simply serving drinks, but helping the event feel coherent, considered and professionally delivered from start to finish.

Plan your branded event catering from brief to delivery

The ghd Sculpt Line launch showed what happens when creative design and operational planning work as one . Ideas Box helped carry the ghd identity into the guest experience, coordinated seamlessly with the production team and delivered a reliable service for approximately 500 people. From the first planning conversation to the final coffee, every decision was made to help the event look right, run smoothly and leave a lasting impression.

For product launches, press events and brand activations, Ideas Box can apply the same approach to tailored coffee bars, food stalls and drinks stands: shaping the visible experience around the brand while managing the practical detail behind it.

Planning a brand launch or corporate event?

Talk to us about bespoke coffee stations, food stalls, drinks stands and branded catering experiences tailored to your event.

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