16/07/2026
We built a giant maze on London’s South Bank in the middle of a heatwave, and it was a-MAZE-ing!
The brief – to design, build and deliver ‘Meet Me in the Middle’, a giant, interactive walk-through maze for our end client Novo Nordisk, for their ‘Make Life Gains’ campaign.
Designed to reflect the reality of managing obesity over time, including the moments when
progress slows, motivation drops and setbacks happen, as well as the gains that help people keep moving forward.
Our maze offered visitors the opportunity to explore the realities of weight management. We emulated the highs and lows of a weight loss journey with escape room style challenges to
open locked doors in your path, whilst testimonial videos and graphics along the route highlighted the importance of recognising and supporting progress over time.
Beyond the structure itself, real care went into the human side of the experience. Creating a bespoke script for the team of event hosts, trained to deliver key messages with warmth and authenticity while interacting directly with members of the public who were navigating the maze. Turning a physical build into a genuine two-way conversation.
Proud to have worked with some amazing partners:
•Briefed by - Real Chemistry
•Scenic Construction - We Make Studios
•Video Production – GLO
•Venue Management – Coin •Street Community Builders
•Photography – Kevin Moran
LondonEvents MinistryOfFun
