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Wimbledon

London, UK

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Serving Sustainability with Pavegen at Wimbledon

Barclays, as an official partner of Wimbledon, wanted to create a high-impact fan experience within its Barclays Clubhouse, one that would align with the brand’s growing sustainability focus while delivering playful, tech-led engagement for thousands of daily visitors.

M&C Saatchi approached Pavegen to design and deliver a unique activation that could:

  • Support Barclays' net zero messaging

  • Capture the energy and precision of tennis in a creative format

  • Appeal to fans of all ages attending the iconic tournament

  • Integrate seamlessly into the look, feel, and ethos of Wimbledon

THE SOLUTION

Pavegen designed and built an eye-catching and stylish installation using strobe lights and gamification with the ‘ElectroShuffle’. The ElectroShuffle challenged visitors to use their best dance moves to generate the most real-time energy in competition with each other. Two Pavegen platforms allowed players to battle for the top spot on the leaderboard and compete for the chance to win tickets to next year’s festival.

Our Solution

The Pavegen Gamestation: A Custom Tennis Challenge Powered by Footsteps

 

We created a bespoke interactive experience: the Pavegen Gamestation, combining kinetic energy, real-time lighting, and a custom digital tennis game.

 

Installation Overview

  • A five-tile Pavegen array formed the heart of the game, installed on the floor of the Barclays Clubhouse.

  • Each tile section was connected to a digital screen displaying a specially designed tennis game.

  • When players stepped on a tile as it lit up, it triggered tennis shots in the game — requiring speed, timing, and energy to succeed.

  • The game was fast-paced, intuitive, and deeply physical, embodying the athleticism of tennis while creating real-time cause-and-effect feedback.

Sustainability in Action

  • The kinetic tiles generated clean energy with every step, reinforcing Barclays' commitment to sustainable innovation.

  • Visitors could literally see and feel their own energy being transformed into action, mirroring Barclays' messaging around personal impact and positive change.

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A Smash Hit with Fans and Brands Alike

Throughout the entire Wimbledon fortnight, the Pavegen x Barclays activation saw thousands of participants, from tennis fans to corporate guests, all stepping up to play, compete, and connect with Barclays' purpose in a fresh and memorable way.

Results at a glance:

  • 🔋 Thousands of interactions delivered across the tournament

  • 🎾 Immersive gameplay fused with meaningful brand messaging

  • 🌱 Real-time sustainability storytelling through clean energy tech

  • 📸 Social media moments and sharable experiences within the Barclays Clubhouse

By combining sport, sustainability, and smart technology in one interactive footprint, Pavegen helped Barclays turn footfall into impact, leaving fans energised and thinking differently about how energy is made and used.

The Pavegen Gamestation proved how brands can use physical engagement to tell powerful stories. More than just a game, it was an experience that connected people to purpose, powered by the very energy they brought with them. For Barclays, it reinforced their position as a sustainability-minded partner. For Wimbledon guests, it was a highlight of their off-court experience.