Outernet London Hires Events Director

Joe Russell.
 – Joe Russell.
Outernet London’s inaugural events director.

Outernet London, the music and culture district opening in central London in Winter 2021, announced the appointment of Joe Russell as Events Director. 

According to the announcement, “Joe will lead on activations across the various venues and spaces, with a particular focus in the coming months on launch client events.”
Russell comes with a wealth of experience designing and executing consumer experiences and executing multi-channel campaigns. 
Over a 20-year career, Russell worked at integrated agencies including Cake Group, Exposure Comms and Momentum Worldwide and on brands such as Carling, Reebok, EE and Nokia. He also headed an in-house team at Westfield U.K. developing campaigns on behalf of the brand’s shopping mall assets, as well as third party brands and organizations. 
More recently Russell consulted to various agencies and brands directly, delivering large scale events including Universal Music’s annual Brits after show party, various product launches and fashion shows.
The 360 degree, 16k interactive screen surface inside The Now Building offers unprecedented branding and advertizing opportunities.
– The 360 degree, 16k interactive screen surface inside The Now Building offers unprecedented branding and advertizing opportunities.
Rendering.

Outernet London is the name of a new $1.2 billion development project in the heart of the capital. The project comes with a new 2,000-capacity underground venue, and developers are determined to preserve the rich cultural heritage of historic Denmark Street — including the reopening of the famous 12 Bar Club. 

The heart of the new development is a new building right outside the entrance to Tottenham Court Road tube station, dubbed The Now Building. It features a 4-storey high, 360 degree, 16k interactive screen surface and will be fully rigged to accommodate high-impact staging and production.
VenuesNow was all over the new building when its launch was announced. Aside from the 2,000-cap venue below, which will be capable of hosting a range of events from album and film launches to catwalk shows, e-gaming competitions, music performances and award shows, the building will also feature a second 500-cap venue in the increased capacity 12 Bar site, as well as an additional 300-cap venue.
Outernet promises “versatility, scale and technology” for brands and content creators with “never-before-possible creative and commercial opportunities.”
The three spaced will also be able to host concerts. As Outernet CEO Philip Bourchier O’Ferrall told VenuesNow, “Brilliant Stages are our partner on various parts of the project. We are deploying the best in breed audio equipment across the district, we love PMC, Meyer and L’Acoustics, our professionals Hoare Lea help specify the best equipment for the specific area.”
Deciding which events get space at Outernet will be part of Russell’s job, who said, “I’m excited to be joining Outernet London at such a pivotal moment, as we prepare for launch and beyond with a roster of great live events to look forward to.”
Outernet’s Chief Operating Officer James McEwan added, “We are delighted to have Joe join the team. Outernet districts will be destinations where people come to share incredible multi-sensory experiences, blending the digital and physical; Joe will play a key role in helping us create those unprecedented audience connections.”