we created a new space for BMX world-firsts
Red Bull Featured – Red Bull
BRIEF
Push the sport.
Back the riders.
Bring fans closer.
Red Bull set out to reimagine BMX competition — co-creating a new format with legend Bas Keep that would give elite riders the freedom to push harder, land world-firsts, and grow credibility for a more open contest structure.
Our role: develop the concept and design a live experience that let fans feel every moment, and enabled athletes go further than ever before.
APPROACH
Turning fan energy into fuel for firsts.
At the heart of the strategy was one goal: connection. We designed “The Wall” – a towering three-tier structure that put fans within three metres of the action.
This wasn’t about passive spectating. It was about making crowd energy an active part of the rider performance, pushing athletes beyond limits, and helping the audience feel every takeoff, landing and breakthrough.
EXPERIENCE
The Wall of Support
A custom-built scaffold structure stood inside Manchester Central, with three audience levels bringing fans closer to the action.
A central tunnel ran through The Wall and beneath a ramp, bringing fans into a central space to experience world-firsts at the foot of a feature.
Local culture meets global energy
We collaborated with Manchester artist Marcus Method to bring colour, identity and bold visual storytelling across the space, from directional signage to a live mural created during the event.
The moments that mattered
Riders landed 11 world-firsts in a single night, powered by the energy of over 2,500 fans.
For many, it marked a new era for BMX, one where progression is built on community.
