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Amadeus introduces pop-up afternoon tea in the Library of Birmingham

13 August 2015 by
Amadeus introduces pop-up afternoon tea in the Library of Birmingham

Amadeus, part of the NEC Group, will be offering afternoon tea in the Library of Birmingham over the summer.

The Ribbon Room pop-up concept came about when the company decided it wanted to create an experience to challenge the current afternoon tea options in the city.

The library was chosen as a trial location, but Amadeus now plans to introduce the moveable restaurant in NEC Group venues including the National Exhibition Centre, the Barclaycard Arena and the Genting Arena, to capitalise on high-footfall events.

Amadeus caters for more than 700 conferences, exhibitions and events annually at these venues, and the Ribbon Room will be brought in to support demand.

The re-board walls are able to slot in to the skeleton of the room, which comprises weighted posts and a hinged construction.

The design allows the pop-up concept to be removed and re-erected and the material can be recycled at the end.

Emma Thorn, head of marketing at Amadeus, developed the concept. She said: "The Ribbon Room was a real challenge for us.

"Atlantic had been talking about re-board as a point of sale solution for some time, so I challenged them to scale up to larger formats and they succeeded. However, due to the unique nature of the pop-up concept, it caused a few headaches and there was learning on both sides with a couple of things we would do differently next time, but the result was worth it."

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