GE Olympics — London 2012

General Electric sought significant impact and a unique presence to convey the scale of their infrastructural support and long-time partnership of the 2012 Olympic games in London.
Sub Rosa produced a highly visible, dynamic environment to host clients, media and visiting dignitaries on the world’s stage.
Touch-screen technology, data visualization and narrative storytelling culminated in GE's most successfully sponsored games – generating sales, receiving the Best Sponsor Space award, and proceeding to be reproduced in markets around the world.


Client Conversation


The 2012 London Olympics are a massive opportunity for brands to showcase their best and brightest efforts on the world’s stage. Long-time partners of the games, GE sought a significant impact and unique presence that would convey the massive scale of their infrastructural work done to power the games sustainably.

Sub Rosa's vision for taking very complex product stories and bringing them to life in a way that is engaging and easily understood is what I've been consistently most impressed with. Chris Katsuleres, Director of Olympic and Sport Marketing



In reviewing the landscape of experiences from past Olympic games, it was clear that in order for GE to stand out, it needed a space that communicated its complete story, and offered a dynamic hosting environment. Sub Rosa established that the execution needed to be participatory, conversational and most of all, aligned with the brand’s foundation and philosophy.

Our Work


Sub Rosa’s work began 18-months prior to the opening of the Olympic games. A location was identified in London’s King’s Cross that would give the brand considerably more visibility and flexibility than one within Olympic Park. The exterior of the historical venue was wrapped in programmable LED mesh, which allowed passersby to see a constantly evolving series of messaging about GE’s efforts at the games, and the athletes it supports.


On the interior of the space, the environment was divided into two parts. The ground floor was a storytelling gallery designed to elevate some of GE’s most powerful product narratives. Each installation included participatory elements: from touch-surface maps featuring GE’s footprint around the UK; to data-visualization scales that allowed visitors to compare their personal data with that of various Olympic athletes; and demonstration stations for some of GE’s most advanced equipment.

The centerpiece of the activation was a dynamic sculpture that utilized GE’s most energy-efficient lighting to tell a very unique story about the games. The sculpture was programmed with sentiment analysis and connected to Twitter to source tweets about the games and interpret the prevailing sentiment. Positive tweets would illuminate a white light; negative tweets shined blue. Over the course of the games, this sculpture served as a sort of heartbeat of the Twitter conversation taking place – visualizing for attendees the dynamism and volume of real-time online conversation.
Upstairs, the space hosted to a multitude of media events. 3D televisions and directional sound systems gave spectators the unique experience of watching activities broadcast from Olympic Park. Three meals a day were served, and all front- and back-of-house hospitality, concierge, security and A/V were administered by Sub Rosa throughout the activation.



The 2012 London Olympics were GE’s most successfully sponsored games – generating more than $100mm in sales for the company during the events, and the activation was awarded Best Sponsor Space at the Olympic Games from the London Organizing Committee of the Olympic Games (LOCOG).

Sub Rosa’s support helped build a series of installations and elements that have been reproduced by GE in markets around the world. The dynamic, narrative-based storytelling of these exhibits has evolved the way the brand talks about its products and how it creates impact globally.

While one of the most complicated series of moving parts taking place, our work at the London Games was easily one of our most seamlessly executed and effective projects. Kris Kowal, Director of Spatial Design and Activation