Transforming A London Ballroom Into The World Of Oz

Venue: Pan Pacific London

Date: 24 June 2026

Services: Event Identity • Motion Graphics • Screen Content • Event Styling • Show Build • Production Management • Show Calling

Some events begin the moment the lights go down. This one began the moment guests stepped onto the Yellow Brick Road.

Working alongside Baby Grand Collective, we were invited to support the creative design and live delivery of Salesforce Outforce's annual fundraising gala in aid of Just Like Us, the LGBT+ young people's charity. Together, the evening raised more than £30,000 through ticket sales, donations, a raffle and a live auction, helping support the charity's work creating safer, more inclusive schools across the UK.

Our role was to help transform the Pan Pacific Ballroom into the world of Wicked. Not by recreating the musical beat for beat, but by creating an original visual identity and immersive environment inspired by the magic of Oz.

Building the World of Oz

Every world needs its own identity.

We designed our own interpretation of the iconic Oz emblem, creating a bespoke visual language that carried through every part of the evening. From motion graphics and digital backdrops to table names, place cards and printed details, every element belonged to the same world.

The ballroom itself took inspiration from the Oz Dust Ballroom, one of the most recognisable locations from Wicked. Guests entered a room split between emerald green and Glinda pink, with custom animated visuals wrapping the space throughout the evening.

Following the Yellow Brick Road

If there was one detail that brought everything together, it was the Yellow Brick Road.

We wanted to bring it into the room as a physical centrepiece. A bespoke Yellow Brick Road stretched through the ballroom towards the stage, leading guests into the heart of the evening and connecting every part of the experience.

At its centre sat a custom Oz mosaic built directly into the dance floor, creating a focal point that remained part of the room long after dinner had finished.

Watching speakers from Salesforce and Just Like Us walk the Yellow Brick Road to address the room gave the evening a sense of occasion that wouldn't have existed without it.

Four Acts, One Story

Rather than treating the gala as a sequence of separate performances, the evening was designed to unfold in four distinct acts.

The journey began with a Glinda-inspired champagne reception featuring balancing acrobats, bespoke cocktails, a custom-designed 360° video experience, pink lighting, shimmering photo moments and floating smoke-filled bubbles.

As guests entered the ballroom, they were welcomed into Oz alongside an opening performance hosted by the brilliant Karla Bear. Following opening remarks from Salesforce's Georgia Pemberton, West End performers Laura Pick, Charlie Bapti and David Albury performed songs from Wicked against a series of bespoke digital environments inspired by the Emerald City, enchanted forests and Glinda's unmistakably pink world.

Charlie Bapti performing "The Girl In The Bubble"

Laura Pick Performing "I'm Not The Girl"

The energy shifted during dinner as LGBTQIA+ DJ Wayne took over, performing from a custom-designed DJ booth created specifically for the event. The evening continued with a spectacular Pride performance featuring drag artists from RuPaul's Drag Race, London's cabaret scene and the West End before building towards the live auction, raffle and a finale packed with disco anthems performed live by Emma Lindars, Carl Mullaney, Laura Pick and David Albury.

Every transition was carefully supported through custom screen content, motion graphics and show cues designed to keep the story flowing from one moment to the next.

Behind the Curtain

While guests experienced a seamless evening, a huge amount of work happened long before the first performance.

Working alongside Baby Grand Collective, ASCEND created the event identity, digital assets, motion graphics and complete show content package. Every visual cue was built into a single show file, ready to be installed within the venue's production system.

On the day, SUBMERGE supported the physical styling of the space, coordinated performer cueing and production management, before showcalling the entire event live. From video playback and lighting cues to performer entrances and screen transitions, every technical moment was carefully timed to support the running order developed by Baby Grand Collective.

Creating Experiences That Give Back

Projects like this remind us why we love live experiences.

They have the power to transform a room, bring people together and create moments that genuinely matter.

This one also helped raise more than £30,000 for Just Like Us, supporting the charity's work making schools across the UK safer, happier and more inclusive for LGBT+ young people.

That's a story worth stepping into.