what we did / how we did it

event details

venue: Wembley Park, London
type: world record attempt
delegates: 120,000

On the 1st October we helped global lifestyle brand New Era to break the record for the largest cap wall ever.

the brief

New Era are a world leading, funky, fun brand.  They asked us to come up with a record-defeating idea, one which would smash the previous record set in the US where the cap wall was made up of 2,151 caps. The cap wall had to stand out in the shadow of the iconic Wembley Stadium where up to 120,000 NFL fans would see it.

the concept

The brain child of our in house technical production team, the design utilised state of the art CAD planning to ensure the multiple layer structure came together perfectly in the week it took to construct. A total of 2,500 New Era caps were precision fixed to a custom-built structure using a large festival stage to house the idea. The design was imagined by New Era and Chameleon for it to showcase the world renowned New Era flag branding, floating above the outline of a green NFL pitch. This was all backed up with Chameleons full production design; impactful lighting, sound and large LED video brand walls all showed off the great brand imagery of New Era.


the delivery

The huge structure took pride of place outside Wembley Stadium and caught the eyes of over 100,000 excited NFL Fans. New Era launched a competition which invited those wearing a New Era cap to snap a selfie in front of the wall and post it with the hashtag #headinthegame for a chance to win a cash prize. The wall was a perfect backdrop for a DJ who turned the area around the hat wall into the coolest destination in the run up to the highly anticipated New Orleans Saints Vs. Miami Dolphins game.

what they said

'Chameleon Event Production, are second to none when it comes to event production and logistics. From initial concept to end delivery the process and professionalism is amazing and seamless, even in stressful situations, the staff remain calm and composed. The staff are extremely well organised and are the best at what they do in the business. I can not recommend them enough and can not wait to be working with them on future projects.'

Alisha Crompton Event Manager - New Era Cap Company