New Years Eve Branding, Wayfinding & Stewarding


Massive worked with the London New Year’s Eve delivery team to manage the security and stewarding (S&S) and deliver the branding installation and wayfinding for The Last Mile .

Our team were in event control on the night of the event, managing the overall response to crowd control incidents, crowd welfare and implementation of ingress and egress plans. We were in constant liaison with all event stakeholders, including the GLA, Met Police, London Ambulance Service and local authorities.


Our team acted as the intermediatory between the operations team & the four S&S companies through all event phases. We delivered the planning of crowd flow from major transport hubs to the ticketed and non-ticketed viewing areas, along with briefing the companies for the deployment of over 2,500 staff across the event footprint.

Massive also installed hundreds of signs, wayfinding and tobes to help spectators find their way around London 2022 was our first year working with Identity on this project, which Massive will again be supporting with in 2023, as we look to expand our offering and look at areas to enhance the fan experience.