123 Buckingham Palace Road


Audience – London based creative engagement projects and brand experience organisers.


An indoor penalty shootout structure for an interactive AI experience that can be easily transported.


Custom P-series aluminium truss system in a white finish with caged sides and LED wash lighting units.

Google AI Playground at 123 Buckingham Palace Road in Victoria

We were contacted in June 2023 by a company called Audience, who specialise in the creation of brand experiences and creative projects.

The brief was to create an easily transportable, modular framework that was to be used for an indoor football goal ‘penalty shootout’ set up, and be taken on the road as part of Googles Cloud showcase to demonstrate their AI technology, with its first use being at the annual Google Next event.

Designed initially to fit the creative spaces of the former Google offices at 123 Buckingham Palace Road in Victoria, the systems modular design allows it to fit within a wide range of office spaces to allow interactive demonstrations of Google Cloud and its AI features.

What was involved?

Working closely with the team at Audience, a lightweight yet heavy-duty square truss system was decided on to suit the available space best while providing the desired visual effect the designers were looking for.

A large rectangular structure measuring approximately 13 metres long by 6.7 metres wide was designed in our BeamZ P30 truss system, with three additional support legs per side connected to cross-sections, with a central spine to three sections. This provided a grid-like structure to allow for the fitment of steel mesh panels to keep the footballs contained in the pitch area.

Supplied in a custom white powder coat finish, the structure has a strong visual impact, especially in contrast to the bold green of the grass turf-style mat flooring supplied by Audience.

We also supplied eight of our BeamZ LCB140 LED light bar units with truss clamps, allowing for an even spread of coloured wash lighting to both the pitch area and the surrounding walls.

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The End Result

The team at Audience were thrilled with the system, as were their customers at the Google Next and Google Cloud teams that have put the system to good use at events and client proposals.

The choice of classic white finish looks stunning, and totally changes the visual impact from the standard bare aluminium. This ultra-durable powder coat will take the inevitable knocks and bangs that come with public usage, while protecting the system for years to come.

The modular nature of the P30 truss construction with its simple pin fixing and lightweight design allows for fast setup and takedown, while providing a durability and structural performance that makes it both safe to use and easy to transport, store, and adjust in size to suit different environments.

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