Gravity Partners with Global Content Creators Sidemen for Groundbreaking Activation at Europe’s Largest Mall

Gravity MAX, the UK’s largest immersive and experiential leisure operator, has partnered with the Sidemen, global content creators and YouTube sensations, to orchestrate a groundbreaking activation at Westfield Stratford, Europe’s largest mall. This collaboration marks a first for all parties involved and highlights the innovative partnership between Gravity and the Sidemen, which has flourished over the past four years.

The activation centred around the Sidemen’s hugely popular “Hide and Seek” series, brought to life in an unprecedented setting using Gravity’s state-of-the-art electric go-karts. The event required months of meticulous planning and coordination across various teams at Westfield and its retailers to ensure the smooth shutdown of the 24/7 mall for filming.

Luke Miles, Gravity’s Global Performance Director, commented on the project:

“This was our most ambitious collaboration with the Sidemen to date. Westfield is a 24/7 operation, and coordinating with the mall’s team and multiple retailers to make this vision a reality was no small feat. Bringing together the Sidemen’s creative influence and Gravity’s cutting-edge technology has been a marketeer’s dream. With over 185 million subscribers between them, this partnership showcases our products while also giving the Sidemen a platform to create relevant and engaging content that resonates with their global audience.”

Miles also highlighted the immense commercial and brand benefits of such exposure:

“When content reaches millions of viewers worldwide, it significantly elevates our brand visibility. The Sidemen’s audience is not only massive but highly engaged, which gives us the opportunity to directly interact with a demographic that’s crucial for our business. The return on investment from this kind of exposure is tremendous, as it drives both footfall to our venues and awareness of our technology-driven experiences.”

Joining the seven Sidemen – JJ (KSI), Simon Minter (Miniminter), Josh Bradley (Zerkaa), Tobi Brown (Tobjizzle), Ethan Payne (Behzinga), Vik Barn (Vikkstar123), and Harry Lewis (WS2) – were prominent content creators ArthurTV, Lachlan Power, and LazerBeam, who collectively brought an additional 50 million subscribers to amplifying the activation’s reach across multiple platforms

Beyond Gravity’s involvement, international and national retailers such as Nando’s, JD Sports, Footlocker, Origin Kicks and others supported the activation, demonstrating the strength of collaboration across brands and industries.

Tanya Pile, Sidemen’s Head of Production, shared her excitement for the project:

“The last video we created with Gravity trended number one worldwide and resonated with new and existing audiences. We fully expect this new content to have the same global impact. Our ongoing partnership with Gravity continues to find common ground where we can leverage brand value on both sides to create truly inspiring and innovative content.”

The Sidemen, recently listed in The Times’ Top 30 Richest Content Creators, have dominated YouTube since their inception in 2013, with content that consistently engages millions of viewers worldwide. This latest collaboration with Gravity continues to solidify their status as global pioneers in digital content creation.