OFFICIAL UK LAUNCH
The world is
watching
For three days*, Battersea Power Station becomes a living, breathing HBO Max world - every chimney, corridor, and event space transforms into a different genre, story, or spectacle.
This isn’t just a platform launch - it’s a cultural ignition point for HBO Max in the UK.
*Complimented by a two-week-long promotion across BPS digital inventory.
An immersive UK launch.
OFFICIAL UK LAUNCH
UNRIVALLED SCALE,
UNLIMITED POTENTIAL
13M
visitors in 2024
28%
international tourists
15%
footfall growth year-on-year
150+
shops, restaurants & leisure attractions
>3,000
residents
6,600
workers
164
room boutique hotel
chimney lift experience
1
A BOOMING RETAIL & LEISURE AUDIENCE
CUSTOMER FOOTFALL
% BY VISITOR TYPE
13m
2024 annual footfall
15% increase
annual footfall vs previous years
250,000
2024 average weekly footfall
20M
mature predicted footfall
Source: CACI
Aged 25-44
>50%
Tourists
28%
London day trippers
25%
Catchment residents
25%
Workers
13%
Local residents
9%
Perfectly positioned in the heart of London, Battersea Power Station offers unrivalled connectivity. Whether by Tube, rail, river or road, the entire capital is within easy reach, making Battersea Power Station a truly central and seamlessly connected destination.
PREMIUM RIVERSIDE LOCATION
WHERE CULTURE, COMMERCE & COMMUNITY CONNECT
Battersea Power Station has established itself as one of the most dynamic and diverse locations, globally, offering brand partners an extraordinary platform to engage with millions of visitors, residents, and businesses.
A thriving, multi-dimensional destination that brings together world-class leisure & retail, global tourism, commercial excellence, premium residential living, and a vibrant community.
Whether through premium retail experiences, cutting-edge workspaces, luxury living, or a commitment to social value, this is a place where culture, commerce, and creativity converge like nowhere else.
estate-wide brand integration
impactful
presence
To immerse all Power Station visitors in the HBO Max brand, we will integrate the platform's visual identity with a cohesive, premium look.
A launch partnership will deliver site-wide brand integration, across a suite of physical and digital rights, leveraging the signature Purple-to-Blue Max gradient.
Campaign & Festival Integration
Premium Hospitality
Retail Engagement
Site-wide Activations
External Projection & Chimney Light-Up
Digital & Social Media Integration
Global OOH Exposure
Exclusive Events
Global IP & Logo Lock-up
- Turbine Hall A & B integration
- Digital marketing screen promotions
- BPS Tube Station takeover
- Option to be included in OOH
media campaign
unrivalled experiential offering
immersive activation
Ensuring all visitors become immersed in the HBO Max brand and offering, we will leverage a breadth of experiential sites - both within the Power Station and across the wider estate.
Specific locations will be mutually agreed, however, we recommend activating across the highest footfall and most engaging locations:
- Power Station Park
- Malaysia Square
- The Coaling Jetty
- Bandstand
- Power Station Tube Stop
Malaysia Square
Power Station Park
Bandstand
The Coaling Jetty
UNRIVALLED EXPERIENTIAL OFFERING
From high-footfall retail zones to iconic outdoor spaces and immersive digital touchpoints, this is a one-of-a-kind canvas for creating truly bespoke and unforgettable brand experiences.
the worlds of Max:
immersive fashion pop-up
Step into the worlds of HBO Max with a vibrant, immersive fashion pop-up that turns fashion into fandom. From House of the Dragon’s epic looks to Barbie’s bold pinks and TNT Sports’ high-energy kits, every rack celebrates a different Max universe. Lit in signature purple-blue glow, it’s a must-see moment that invites fans to explore, snap, and share — because every story deserves its spotlight.
HBO MAX GATe:
STEP INTO EVERY STORY
By night, Malaysia Square transforms into the ultimate entry point to the world of HBO Max. Three glowing portals invite fans to step into a different universe. The Max VR Experience bridges reality and story — blending the physical and virtual worlds into one cinematic moment.
hbo max arena:
live watch parties
Transforming the BPS lawns into a vibrant, high-energy "Max Arena" that puts the TNT Sports offering front and center, leveraging the energy of the Champions League quarter-finals and F1.
Chimney projection & illumination
reaching a global audience
private chimney lift experience
exclusive takeover &
event delivery
The Chimney Lift Experience transforms into an exclusive gateway to HBO Max. Part spectacle, part secret screening room. Each ascent becomes a journey through the worlds of Max, ending with a panoramic reveal that cements HBO Max as the ultimate entertainment destination.
Including scope for an immersive video installation - celebrating the Power Station's enduring role in film and culture.
event spaces & private hire
the ultimate hospitality & Event offering
To immerse visitors in the HBO Max world, the partnership would leverage the full breadth of Battersea Power Station’s private and public event spaces - both within the iconic Power Station and across the wider estate.
From large-scale live screenings and headline premieres to red-carpet moments, VIP hospitality and immersive fan experiences, the estate offers unparalleled flexibility to host flagship brand events and create unforgettable audience touchpoints.
Control Room A
Control Room B
Joia
The Cinema at Battersea Power Station
our
proposal
This proposal outlines a bespoke partnership opportunity designed to launch HBO Max at Battersea Power Station - combining a landmark three-day, on-site activation with two weeks of supporting media rights. The package delivers exceptional visibility, deep audience engagement, and a powerful platform to introduce the HBO Max experience to London and beyond.
HBO Max
UK Launch Partnership @ Battersea Power Station
Intellectual Property - Partner usage of BPS logo and image rights.
PR & Comms - Curated marketing activity and paid media integration.
Physical Rights - Theming and brand integration across the BPS estate.
Digital Rights - Brand integration across digital marketing screens (x 20), BPS website and social media channels, and Residents' app (2-weeks).
Tube Station - Exclusive takeover of the BPS Tube Station (2-weeks).
Projection - External content projection onto the north-facing chimneys (1-night, with option to extend to 3-nights).
Illumination - Brand illumination of all 4 chimneys, for 3-nights.
Event Space Hire - Option to hire of site-wide private event spaces (incl. The Cinema in The Arches, The Cinema at The Power Station, Control Room A, Control Room B, Joia).
Experiential - Sector exclusivity across estate-wide activations (incl. Power Station Park, Malaysia Square, Bandstand, Power Station Tube Stop, The Coaling Jetty
The Chimney Lift - Brand integration and exclusive hire of The Chimney Lift Experience (duration & frequency TBD).
Partnership Term: 3-day on-site activation, with 2-week surrounding media rights. April 2026.
Partnership Fee: £500k (Excl. production costs).
Rights Inventory: See below.
Your UK Launch Starts Here
harvey.taylor@mongooseagency.com
HBO Max - Battersea Power Station - Launch Proposal
By mongoose
HBO Max - Battersea Power Station - Launch Proposal
HBO Max - UK Launch - Battersea Power Station
