Google and Wonder Support Community Spaces Through Event Reuse

As part of a long-running football-themed activation that has been used for various events by Google and Wonder, a final event at Tobacco Dock marked the end of this particular long-standing experiential activity. Rather than letting the valuable materials used to create the space go to waste, Event Cycle partnered with Wonder to ensure that the items would be donated to local community groups and schools. The assets, including astroturf, metal trussing, and a football goal, were distributed to two theatres and a school, benefiting young people and community spaces. 

Lewisham Youth Theatre

Lewisham Youth Theatre (LYT) received metal trussing to improve their makeshift theatre setup. LYT provides free participatory theatre activities to young people across the Lewisham community, helping them develop essential life skills and boosting their long-term well-being. The trussing will significantly enhance their performances, allowing them to create more professional and dynamic productions, while continuing to nurture and inspire the voices of young people.

St Aidan’s Catholic Primary School

St Aidan’s Catholic Primary School, located in Coulsdon, was the recipient of high-quality astroturf. The school plans to install the astroturf around its pond and playground area, creating a more engaging outdoor space for its students. While the astroturf is currently being stored on-site, the school is excited to professionally install it to enhance the children’s playtime experience. Once installed, this will significantly improve the outdoor environment, providing a long-term benefit to the students and the school community.

Brixton Chamber Orchestra

Brixton Chamber Orchestra, which also runs the Scherzo Ensemble, received a portion of the metal trussing too. This equipment will be used for their annual opera festival in July, supporting three shows each year. The trussing will replace previously hired equipment, saving the organisations hundreds of pounds and reducing their reliance on transport for hired materials. This contribution not only supports emerging artists by providing the necessary infrastructure for performances but also helps the organisations to become more self-sufficient and sustainable in the long term.

A Circular Solution for Event Materials

Through the collaboration between Event Cycle and Wonder, this football activation found a new purpose beyond its final event at Tobacco Dock. The materials were repurposed to benefit youth theatres, schools, and music organisations, reducing waste while supporting local communities. By ensuring these valuable resources were not sent to landfill, this project shows how the events industry can create lasting social impact and contribute to a more sustainable future all at the same time.

For your next event, why not rethink your design and keep social purpose in mind?