To celebrate the launch of the film ‘Minions and Monsters’ and Primark’s wide-ranging product collection, Glow Inflatables was commissioned to bring one of the movie’s most memorable characters to life. Standing at an impressive 9 metres tall, the giant inflatable monster ‘Irene’ took pride of place on the roof of Primark in Manchester, creating a spectacular display that stopped shoppers and passers-by in their tracks.
Our team designed, manufactured and installed the enormous inflatable version of the film’s main antagonist, Irene, carefully positioning her on top of the iconic central Manchester building. To complete the playful scene, a Minion appeared to be trapped within a pool of slime and swallowed by the giant monster, recreating the fun and mischievous spirit of the film.
The eyeball-covered, orange gelatinous blob was impossible to miss, transforming the city skyline into a giant promotional stage and generating excitement for fans of all ages.
Projects of this scale require meticulous planning and specialist expertise. Working alongside our trusted rigging partners, the Glow Inflatables team carefully installed and secured Irene onto the rooftop, ensuring the giant inflatable could withstand its exposed city-centre location for three weeks.
As part of Primark’s collaboration with the film, the rooftop activation created the perfect backdrop for the in-store launch, drawing attention to the exclusive collection of Minions merchandise whilst creating a memorable moment for shoppers.
The Irene project is another fantastic example of how creative inflatables can transform a promotional campaign into an unforgettable public spectacle. We’re proud to have worked alongside Primark and our specialist rigging partners to bring this exciting activation to life and help celebrate the launch of the film in spectacular style.