Case Studies
The Raw Materials
The prestigious DJ Mag Best of British Awards have been celebrating the best of British underground dance music and industry legends for almost 20 years.
The event has been hosted in renowned club locations across London but has recently found its home at The Steel Yard, which seamlessly fuses the two; ideal for appealing to the multiple audiences who attend on the night.
Into The Melting Pot
With the awards comprising of 25 diverse categories that span across the industry, including DJs, producers, MC’s & Vocalists and the best label, track and club, the event needed to cater for three very different guest demographics.
The event utilised every space in the venue to provide each audience its own arrival experience, before coming together to celebrate the awards.
Industry professionals began the night in Arch 3 which became the VIP bar, with its own entrance and space for guests to network before joining the main event space.
Nominees also had a private bar experience, utilising the Mezzanine that overlooks Arch 2 for a celebratory drinks reception.
The general admission guests arrived for their drinks reception at the main bar in Arch 2, before moving through to Arch 1 as the awards got underway.
A full show production was produced by DJ Mag and operated by an external Video Jockey, closely supported by The SteelYard’s in-house AV production team. Once the awards concluded the space was transformed into a club night, featuring a DJ set from Patrick Topping and other award winning artists until 2am.
The Riveting Solution
Iain McGoldrick, Head of Business Development, Thrust Publishing:
“We first hosted the awards at The Steel Yard in 2019, then picked up where we left off after the Covid hiatus in 2022.
“The Steel Yard is an amazing location for our multifaceted event. The flexible event spaces allow us to give each audience their own welcome experience, but the venue is still compact enough that the parties can easily combine for the main event.
“The Steel Yard is renowned for its live music and top tier DJ talent, but also for introducing new artists to the scene – a synergy which is akin to our own. We can’t wait to work with The Steel Yard and the incredible team there again.”
The Raw Materials
Startups Magazine, a digital and print magazine for tech startups and entrepreneurs, hosted its biggest awards show to date at The Steel Yard.
The event was in its third year but the 2022celebration was the first to be held at a post-Covid capacity. It featured an evening of glitz and glamour, with a prosecco reception, a comedy interlude, the awards themselves with eleven categories and an after party for guests to let their hair down.
Into The Melting Pot
The event saw 250 guests including CEOs, business founders, marketeers and investors welcomed into the venue with a prosecco reception in our beautiful Arch 2 and on the overlooking Mezzanine.
The event utilised our multifunctional event spaces, moving into a seated presentation in Arch 1 for the awards themselves.
Comedian Laura Lexx presented and hosted proceedings. The audience also heard from the Startups editor Anna Flockett, who welcomed everyone to the awards and spoke about the magazine’s charity partner Ukraine Relief Red Cross.
The awards were split into two halves – with opening speeches before the break, then the comedic act and the 11 awards following the canape reception. The catering included fancy finger food and donuts and guests celebrated into the night until 12am.
With opening speeches before the break, then the comedic act and the 11 awards following the canape reception.
The entertainment included a photo booth provided by Lux photo booth, magicians Stephen James and Charlie Hewish and DJ Crissy Kybosh kept the music flowing, utilising The Steel Yard’s in-house production and sound equipment for a crisp, non-stop night of music.
The Riveting Solution
“The Steel Yard was the perfect location for the Hustle Awards this year. We wanted our biggest awards show yet to really pack a punch, and The Steel Yard fit the bill with its flexibility and central location in the City of London, which as an area is synonymous with start ups and business development. It worked perfectly as a backdrop to the event.
“The venue had an exceptional in-house production and events team, professional lighting and AV equipment which meant that we didn’t need any additional resources.”
Tess Weller, Marketing Director, Startups Magazine
The Raw Materials
The 10th edition of the acclaimed Scratch Star Awards took place at The Steel Yard. The awards is the only event dedicated to celebrating the UK’s nail industry with winners recognised for their passion, skill, business ethic and customer service standards.
Guests were treated to a drinks reception on arrival, an award celebration with 18 hotly contested categories, an after party for the 300 attendees and a live set from Tinchy Stryder!
Into The Melting Pot
The awards and party were designed to appeal to the attending demographic, which was primarily made up of 25 – 50 year old females. With this in mind, The Steel Yard with its nightclub heritage and prestige worked as the perfect venue choice. The awards took place in the main Arch 1 and 2 spaces, with the mezzanine level used as an additional bar area.
Scott Mills from Radio 1 hosted the 2022 event which also featured live music from rapper Tinchy Stryder, who performed a 30-minuteset after the awards. Both Mills and Tinchy Stryder were able to relax and prepare backstage in The Steel Yard’s green rooms, which feature a working shower and space for up to 15 guests.
The Steel Yard’s production team delivered the full technical production, with the venue’s extensive audio and lighting rig meaning that no additional kit needed to be hired.
The Riveting Solution
“We decided to host this year’s Scratch Stars Awards at The Steel Yard as its quirky characteristics and standout persona match that of Scratch Magazine. We loved the fact the venue had plenty of branding options and in-house production elements helped to bring this multifaceted event to life. With the venue’s heritage as a live music space, we knew they could deliver an elite event for our industry and the high quality production synonymous with an artist like Tinchy Stryder.”
Helena Biggs, Scratch Magazine’s Managing Editor and organiser of the Scratch Stars Awards.
The Raw Materials
Space for a Better World hosted three days of events in London which saw astronauts from around the globe congregate in the capital to celebrate the 50th anniversary of the Apollo 16 Mission.
Following a Gala hosted by Professor Brian Cox at the Science Museum, the organisers hosted the May The Fourth Afterparty at The Steel Yard on international Star Wars Day, May 4th.
Into The Melting Pot
The event was at tended by over 300 guests including astronauts Nicole Stott, Dr. Sian Proctor and Hayley Arceneaux; influencers from the space community and VIPs from the previous day’s gala. The fancy dress theme was truly embraced, seeing guests arrive as Yoda, Rey Skywalker, Jedi’s and Darth Vader. An out of this world audio and visual production was delivered by The Steel Yard’s production team, utilising its versatile in-house lighting rig and ceiling mounted projectors to display themed and branded visuals around the tunnels.
Guests entered through the main entrance and went straight down into the main bar. Mirror balls were rigged from the ceiling and haze and smoke machines added further intrigue and space-style theming. The evening’s entertainment included live acoustic music from one of the astronauts on the main stage, before a DJ set from Zen Freeman. The Steel Yard’s audio set upmade it easy to seamlessly switch between the two differing music styles.
The Riveting Solution
“We chose The Steel Yard as the final venue for our series of events as its central location made it easy for international guests to travel between venues. It holds a great legacy in the London club scene whilst also offering a blank canvas space that we could brand, making it perfectly suited to all our requirements.
“The production team were great to work with and the venue was well equipped with all the production elements we needed so we didn’t need to bring in any additional technical support, or hire and fixtures.
“The fact that we could so easily change the atmosphere throughout the evening, from welcome drinks to live music and a DJ party set without physically needing to move people around the space was ideal.”
Christina Korp, Founder of SPACE for a Better World
The Raw Materials
The FT Crypto and Digital Assets Summit was the inaugural Crypto event organised by the FT. This hybrid event featured sessions taking place both in person at The Steel Yard and streamed live for those wanting to join from home.
Recognising the importance of in-person networking, the evening featured Crypto After Dark, an in-person gathering with live-streamed content, a drinks reception, networking and live music.
Into The Melting Pot
Over 200 attended the physical conference and xxx joined the virtual element online. The speakers took to The Steel Yard main stage and utilising the venue’s superior internet connection and in-house audio, visual and lighting rigs, the FT production team were able to seamlessly stream the conference live with no delays. This allowed those at home to also join in with the Q&A sessions.
At the end of the presentations, delegates moved to the bar area for some in person socialising and networking as Crypto After Dark got underway. Additional drinks were served on the mezzanine with a live music accompaniment consisting of a DJ performing with an electric violinist.
The event had over 20 sponsors and the blank canvas nature of the venue presented copious opportunities for branding and promotion throughout. Exhibitor booths in a 2×2 formation were located throughout the venue and tabletop showcases in the bar area gave guests the chance to spend more time with the sponsors. Our Steel Yard mixologists created a themed cocktail in the brand colours for the drinks sponsor.
The Riveting Solution
“The Steel Yard was the perfect venue for the atmosphere that we wanted to create for our first Crypto After Dark event. We wanted a venue in central London but with more character than a hotel ballroom, and a space that would let us create different areas for the delegates to move between.
“The hybrid event was really successful, both for those online and those in the room, with the real-time connection ensuring that everyone had the best seat in the house. The team at the venue helped us put this together and the bespoke cocktail for our drinks sponsor was the perfect finishing touch!”
Beth Lloyd-Braiden, Event Manager atFinancial Times
The Raw Materials
Fix Radio, which first launched in 2017, went national in May 2022 and celebrated with a spectacular launch event at The Steel Yard. The radio station is the UK’s only station aimed exclusively at tradespeople: offering news, insights, opinions and great music.
Into The Melting Pot
The celebration was attended by over 300 people who were able to commemorate the experience by taking part in photo opportunities throughout the space, with step and repeat boards and multiple building themed props available.
The evening began with drinks in the main bar with an ice sculpture luge as a centerpiece. Guests were able to network and explore the venue before the evening’s main entertainment began. A countdown projected on the walls around the venue marked the official moment the station went national, followed by a confetti cannon explosion and a DJ set saw guests dancing well into the night.
The Steel Yard’s in-house production team delivered the full technical experience, utilising lighting, audio and projects from the venue’s in-house rig.
The Riveting Solution
“This exciting moment for us kicked off a series of ongoing marketing initiatives to expand our audience and grow our networks. The event was the perfect launch, allowing our existing advertisers and avid fans to celebrate with us.
“The blank canvas venue provided the perfect space for us to theme – with building-themed props for those all-important Instagrammable moments, whilst also providing the full technical solution so we didn’t have to bring in any additional resource.”
Tom Burns, Head of Marketing, Fix Radio
