The Intersection of Brand, Culture and Experience

Client: Aviva Studios

Manchester

Since opening in October 2023, Aviva Studios, home of Factory International in Manchester, has rapidly established itself as a landmark destination where brand, culture, community and experience intersect to create unforgettable events.

Located in Manchester’s creative district, St John’s, on the historic Granada Studios site – the birthplace of Coronation Street – the venue was designed by world-leading architects and is now shaped by a year-round programme of internationally renowned arts, culture and entertainment.

The same venue that has welcomed cultural icons including Robbie Williams, Danny Boyle, Ai Weiwei and Marina Abramović also hosts brand activations for Adidas, Paramount and Netflix, alongside business events for Jaguar Land Rover, JD Sports, Universal Music and MAD//North, bringing the creative ambition and production excellence of live culture into the corporate events sector.

What sets the venue apart is its ability to combine limitless physical infrastructure with the creative intelligence of a cultural institution. Its technical teams operate at the forefront of production capability, while its programming heritage ensures every event is informed by audience insight, storytelling and emotional impact – leaving a lasting legacy that sparks reflection, conversation and positive change long after the event ends.

As a result, organisers gain more than a venue; they gain a creative partner capable of elevating ambition and delivering complex, large-scale experiences that push boundaries and bring entirely new event concepts to life.

This is reinforced by a deep commitment to community and legacy. Revenue generated through events supports Factory International’s wider charitable work, including its free industry-focused training programme Factory Academy, which connects events to local talent pipelines and creative pathways, ensuring experiences leave a meaningful footprint beyond the event itself.

A partnership with Adidas exemplifies this approach, spanning product launches, conferences, immersive activations and a mentorship scheme for Manchester’s young creatives.