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Equinox Delivers UK-First Bematrix pop-OUT Activation at Taste of London
6/30/2026
LEEDS, UK — Equinox Group has delivered the first UK live event installation of pop-OUT, bematrix’s lightweight, weather resistant modular outdoor activation system, creating a high-impact brand experience for More Nutrition at Taste of London 2026.
The project marks a UK first for the outdoor brand experience market, bringing bematrix’s pop-OUT system to a live UK event and opening up new possibilities for festivals, sampling campaigns, pop-up retail, outdoor hospitality, fan zones and product launches.
For Equinox Group, pop-OUT was the platform, not the idea. The agency shaped the system around More Nutrition’s audience, product story and festival setting, using its integrated creative, production, fabrication and delivery model to turn modular architecture into a brand-owned experience designed to be seen, used and remembered.
pop-OUT has been engineered to reduce weight, improve durability and extend the working life of the structure, supporting faster installation and greater reuse across future campaigns. The structure can be configured, expanded and rebranded, with external finishes including textiles or panel graphics to create a brand-specific look.
For More Nutrition, the activation created a clear brand destination within one of London’s most recognisable food and drink festivals, built for visibility, sampling, interaction and consumer engagement.
“This project gave us a new way to build outdoors without watering down the brand experience,” said Dan Criscione, co-managing director at Equinox Group. “pop-OUT brings a lighter structure, faster installation and greater reuse, but Equinox brings the design thinking, the production detail and the nerve to do something with it. That is where it becomes more than a system. That is where it becomes a brand moment.”
By delivering the system in a live festival environment, Equinox showed how pop-OUT can move beyond technical innovation and become a practical, brand-led activation format for outdoor events. “pop-OUT was created to bring modular freedom into outdoor environments,” said Antony Burton, managing director at bematrix UK. “Seeing Equinox Group introduce it to the UK live event market is a strong moment for the system. Their approach shows how pop-OUT can combine a lighter, more durable structure with the practical benefits of modularity, flexibility and reuse.”
Temporary no longer has to feel disposable. Modular no longer has to mean generic. And outdoor brand activations no longer need to settle for “good enough for outside.”
About Equinox Group
Equinox Group is an integrated brand experience agency that creates and activates world-class exhibitions, live environments and brand experiences for ambitious brands and agency partners. Equinox designs unforgettable experiences for those who demand the extraordinary, with strategy, creative, digital, fabrication and production working together in one team. The integrated model gives partners tighter control, faster delivery and an efficient path from idea to real-world impact. www.equinox-grp.com
About bematrix
bematrix is a manufacturer and innovator in modular event building systems. Its frame-based solutions are used across exhibitions, events, pop-ups, congress environments and outdoor activations, offering flexible and reusable structures for modern brand experiences.
Contact:
[email protected]
LEEDS, UK — Equinox Group has delivered the first UK live event installation of pop-OUT, bematrix’s lightweight, weather resistant modular outdoor activation system, creating a high-impact brand experience for More Nutrition at Taste of London 2026.
The project marks a UK first for the outdoor brand experience market, bringing bematrix’s pop-OUT system to a live UK event and opening up new possibilities for festivals, sampling campaigns, pop-up retail, outdoor hospitality, fan zones and product launches.
For Equinox Group, pop-OUT was the platform, not the idea. The agency shaped the system around More Nutrition’s audience, product story and festival setting, using its integrated creative, production, fabrication and delivery model to turn modular architecture into a brand-owned experience designed to be seen, used and remembered.
pop-OUT has been engineered to reduce weight, improve durability and extend the working life of the structure, supporting faster installation and greater reuse across future campaigns. The structure can be configured, expanded and rebranded, with external finishes including textiles or panel graphics to create a brand-specific look.
For More Nutrition, the activation created a clear brand destination within one of London’s most recognisable food and drink festivals, built for visibility, sampling, interaction and consumer engagement.
“This project gave us a new way to build outdoors without watering down the brand experience,” said Dan Criscione, co-managing director at Equinox Group. “pop-OUT brings a lighter structure, faster installation and greater reuse, but Equinox brings the design thinking, the production detail and the nerve to do something with it. That is where it becomes more than a system. That is where it becomes a brand moment.”
By delivering the system in a live festival environment, Equinox showed how pop-OUT can move beyond technical innovation and become a practical, brand-led activation format for outdoor events. “pop-OUT was created to bring modular freedom into outdoor environments,” said Antony Burton, managing director at bematrix UK. “Seeing Equinox Group introduce it to the UK live event market is a strong moment for the system. Their approach shows how pop-OUT can combine a lighter, more durable structure with the practical benefits of modularity, flexibility and reuse.”
Temporary no longer has to feel disposable. Modular no longer has to mean generic. And outdoor brand activations no longer need to settle for “good enough for outside.”
About Equinox Group
Equinox Group is an integrated brand experience agency that creates and activates world-class exhibitions, live environments and brand experiences for ambitious brands and agency partners. Equinox designs unforgettable experiences for those who demand the extraordinary, with strategy, creative, digital, fabrication and production working together in one team. The integrated model gives partners tighter control, faster delivery and an efficient path from idea to real-world impact. www.equinox-grp.com
About bematrix
bematrix is a manufacturer and innovator in modular event building systems. Its frame-based solutions are used across exhibitions, events, pop-ups, congress environments and outdoor activations, offering flexible and reusable structures for modern brand experiences.
Contact:
[email protected]
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