2025 Featured Case Studies
Client: Nexora
Event Style: Arena-Scale Corporate Rally & Brand Launch
Location: Zurich, Switzerland
December 2025
15,000 Attendees
Two-and-a-Half-Day Program
Full Arena Configuration
$5M Total Program Budget
Event Overview
A 15,000-person arena-scale corporate rally delivered inside Hallenstadion in Zurich, one of Europe’s most technically demanding live event venues, marking the official internal launch of Nexora’s new brand identity and unified company vision. Bringing together employees, partners, and stakeholders from 27 specialist businesses spanning Europe and North America, this was more than a corporate gathering. It was the moment a newly unified organization of 2,500 people across multiple continents saw themselves, for the first time, as one company.
The program ran across two and a half days, opening sessions Friday, full-day programming Saturday, and closing sessions Sunday, combining executive keynotes, large-scale brand reveals, live entertainment, and coordinated audience experiences designed to translate a corporate rebrand into a felt, shared moment for every person in the arena. With a $5M total program budget and $2.8M directed to production alone, the investment reflected the significance of what was being communicated. This was a brand being born in front of its own people, at arena scale, with no room for anything less than world-class execution.
Client Profile
A community of 27 specialist businesses across Europe and North America, unified under a single brand identity following the rebrand of parent company DCC Technology. Over 2,500 people. Decades of proven market leadership across Pro AV, business infrastructure, and home technology. This was their first arena.
Location & Environment
Hallenstadion Arena in Zurich was configured to full capacity across all three program days, one of Europe's most technically regulated and logistically complex arena environments. Operating in Switzerland's high-cost, high-standard market required meticulous pre-production planning and strict coordination across every production department and venue interface.
Attendee Profile
15,000 employees, partners, and stakeholders drawn from 27 specialist businesses across Europe and North America. This was not a passive audience, these were the people the rebrand was being made for. Their reception of the new identity in that arena would define how the brand was carried back into every market and business unit across the group.
Program Duration
Two and a half days of live arena programming, Friday opening sessions, Saturday full-day content, Sunday closing sessions. Each day required distinct production configurations, content transitions, and run-of-show management across a full-capacity arena environment with no margin for timing variance between sessions.
Challenge:
Delivering a brand launch at arena scale inside one of Europe's most technically regulated venues is a different category of challenge than a standard corporate event. Hallenstadion operates within strict load-in windows, exacting noise and structural constraints, and a venue management culture that demands precision at every interface. Every production decision — rigging points, power distribution, content playback infrastructure, required advance coordination and technical sign-off before a single piece of equipment entered the building.
The human complexity matched the technical. Bringing 15,000 people representing 27 separate business identities into a single arena experience, and making them feel unified rather than aggregated, required more than impressive staging. The show had to communicate the Nexora brand emotionally, not just visually. Executive presentations, brand film content, live entertainment, and audience choreography all had to work together to deliver a single coherent feeling: that something genuinely new had begun. At that scale, with that much organizational history in the room, the production couldn't just be technically excellent. It had to land.
Solution:
Towerhouse Global provided full executive production management from pre-production through post-event, embedding senior leadership into every department and functioning as the single accountable production partner across the entire program. Concert-level staging, AV, and lighting infrastructure was designed and installed to Hallenstadion's technical specifications, with content integration managed in close collaboration with Nexora's brand and communications teams to ensure every production element served the rebrand narrative.
Show flow and run-of-show management were built around the complexity of transitioning 15,000 people between session formats across three days, coordinating speaker movements, content handoffs, live entertainment cues, and audience transitions within the strict timing parameters the venue required. A 45-60 person operational staff plus full technical crew was deployed across all days, with Towerhouse leadership running real-time oversight and contingency response from a centralized production hub inside the arena. VIP and executive coordination included private aviation logistics and secure ground movements for senior leadership and high-profile guest speakers throughout the program. Strategic budget allocation ensured the $2.8M production spend was directed precisely where audience impact was highest, the brand reveal moments that would define how 15,000 people remembered the day Nexora began.
Results:
All three program days were delivered with precision execution across every session, zero timing failures, zero technical incidents visible to the audience, and seamless coordination of complex content transitions throughout the multi-day format. The brand reveal sequence, representing the centrepiece of Saturday's full-day programming, was received as a defining organizational moment by attendees and reported internally as the most impactful communication of the rebrand across all channels.
Executive and VIP coordination, including private aviation logistics for senior leadership , was managed without a single disruption to the program schedule. Nexora's leadership cited Towerhouse Global's ability to operate a 15,000-person arena event with the precision of a private executive program as the defining quality of the engagement. At the scale where most productions begin to lose control of the details, Towerhouse tightened them. That's the difference between an event people attend and a moment an organization remembers.
Scope of Work
Planning & Strategy
Full arena production design, show architecture, and pre-production coordination across all venue, technical, and content departments.
Production
Concert-level staging, AV, lighting, and brand content integration, built for a 15,000-person arena environment and a brand launch moment.
Logistics
Multi-day load-in coordination, operational staffing across all sessions, and strict scheduling within Hallenstadion's venue requirements.
Guest Experience
Audience journey design across three program days, session transitions, brand reveal choreography, and live entertainment integration for 15,000 attendees.
Operations
45-60 operational personnel plus full crew, senior leadership embedded on-site, real-time show control and contingency management across every session.
Delivering a brand moment at arena scale?
From large-scale corporate rallies and international brand launches to executive programs and multi-day arena events, Towerhouse Global provides the production infrastructure, operational leadership, and creative integration required to execute at the highest level, wherever your audience is. One partner. Total accountability.
