19 October 2023 (gig)
23 October 2023
On Thursday 19 October 2023, Alexandra Palace in North London saw an EE mobile network takeover for the brand launch of New EE - marking the start of its journey to becoming the most customer-focused technology brand in the UK.
New EE spared no expense as they catered for an audience of VIPs, journalists and influences. There was hospitality, next-generation photo booths, dry ice bubble machines, entertainment and the world's largest holographic performance which was set against the backdrop of the London skyline.
Alexandra Palace, known worldwide as the birthplace of television, was chosen by the BBC to be its home in 1935 primarily for its height (the ground was 306 feet above sea level). The majestic building was the location from which the first public television transmissions were made - qualifying it as the perfect location to host a brand launch of this scale.
Arriving guests were greeted by SUAT, a roaming DJ on a mission to make the world dance, who over-enthusiastically welcomed us to the venue and set the tone for the evening - despite the dresses and suits, this event was to be grounded by fun. After shoving the mic in our faces and playing a quick deep house mix, he swiftly moved on to heckle someone else.
Once the guests were sufficiently hydrated and integrated, we were ushered out into the rain under the cover of EE-branded umbrellas. The sky was lit with spotlights and a 50m tall screen presenting a quick showcase of EE’s reliable connectivity by joining live-streamers nationwide.
For the main event, the 50m tall screen hosted world-class DJ, Fatboy Slim, for a set of his greatest hits, including ‘Parise You’ and ‘Rockafella Skank’, which were remixed into various other dance anthems. Unfortunately, ‘Wonderful Night’ wasn’t on the setlist but the song’s theme rang true.
As the lights dimmed, we shuffled back to the main hall, where Fatboy Slim continued his electrifying performance in person, ensuring that the party atmosphere remained in full swing.
Overall, Fatboy Slim didn’t disappoint, and if New EE is investing as much into R&D, technical support and infrastructure as they are showcasing marketing prowess, then EE customers are in for a treat.
