A digital transformation to match Olympia’s physical rebirth
In anticipation of opening their newly reimagined physical destination, Olympia needed a digital home to match a £1.3bn investment into the transformation of this iconic London location from exhibition venue to the capital’s newest entertainment destination. With Webflow and N4, the team now runs a flexible, scalable site built for unprecedented personalization and growth.
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“Olympia is positioning itself as a global destination, so it makes sense to work with the best partners in the world — which means Webflow and N4.”
When Sheahan Arnott joined Olympia as Senior Digital Marketing Manager, the organization was undergoing a £1.3 billion transformation to become London’s newest destination for entertainment, leisure, and hospitality.
Originally built in 1886, throughout its 140-year history Olympia has hosted a uniquely wide range of extraordinary events. Early on, it staged immersive spectacles like Venice in London, where the striking Grand Hall was flooded and filled with gondolas. It later became the site of the world’s first public television broadcast, hosted Jimi Hendrix concerts, and, in more recent decades, large-scale exhibitions ranging from Comic-Con to London Tech Week.
Despite the scale of the physical redevelopment, the newly-formed destination side of the business had no dedicated digital footprint. There was a website supporting events and exhibitions, but it wasn’t designed to tell the story of the reimagined Olympia. “It felt like we were living out of a hotel while we tried to find a home,” says Sheahan.
From Sheahan’s first day, the mandate was clear and urgent. Within six months, the team needed to launch a new website, a CRM, and an email program ahead of the major public opening. The site had to explain Olympia’s history, communicate what was changing, and act as a central hub for everything happening across the destination, while also laying the groundwork for future growth.
“Every day that we weren’t building and establishing our digital presence was a day wasted,” says Sheahan. “We had to bring life and energy and entertainment back to Olympia.”
Working with Webflow Partner, N4 to build a site as ambitious as Olympia itself
“We want to provide an incredible, personalized, digital-led guest experience, and Webflow was the platform that could support that.”
- Sheahan Arnott, Senior Digital Marketing Manager, Olympia
Before selecting a platform, Olympia went to market for an agency, which led them to N4, a Webflow Enterprise Partner. “What stood out about N4 was the people,” says Sheahan. “Their passion for Webflow, combined with a willingness to challenge assumptions, made them a true strategic partner,” says Sheahan.
As the foundation for the new site, Webflow allows the team to move fast, think big, and maintain control. “To support a truly global destination — one we imagine welcoming a global footfall of 10 million — we needed something that offered more than off-the-shelf platforms,” says Sheahan. “You can truly build and run an extraordinary website on Webflow — one where experienced teams can leverage their skills, but it’s still intuitive for people who don’t code or consider themselves web designers.”
Rather than starting with visual design, N4 took a content-first approach. The teams focused on defining the story Olympia needed to tell, then built design systems around that narrative. This helped ensure the site could scale as Olympia’s offerings expanded. “We worked closely with Olympia to understand their audiences and challenges,” says N4 Co-Founder Elliot Maher. “Webflow helped us unlock the opportunity to deliver on that promise.”
Early prototypes were delivered within 24 hours, allowing Olympia to react quickly and align through iteration. “It was a very magical moment to demonstrate the power of Webflow to Olympia,” says Elliot. The outcome was a component-based system built in Webflow that balances structure with flexibility. The internal team can now manage content independently, while the site remains architected for SEO, performance, and future optimization.
“Webflow’s component-based approach gives us the structure and confidence to build something that truly feels like ours,” said Sheahan.
Serving 30+ audiences through one unified platform with Optimize, Localization, and Analyze
“With Webflow Localization, Optimize, and Analyze, we’re able to easily cater to our audiences’ different demographics and interests from one website. And there’s no black box approach to how it’s managed — we maintain full transparency and control.”
- Sheahan Arnott, Senior Digital Marketing Manager, Olympia
Olympia’s audience is naturally broad. On any given day, the destination might serve concertgoers, exhibition visitors, food lovers, families, tourists, and event organizers, which creates a unique digital challenge. “We’re telling a story not just to London, and not just to the United Kingdom, but the entire world,” says N4 Co-Founder, Jonathan Cook.
“We need to deliver a website that caters to more than 30 personas and will be used by millions of people almost every day,” says Elliot. To meet that scale, Olympia is bringing its CRM and customer data programs online next, creating the foundation for personalization. “Once those systems are integrated, we can connect them to Optimize to better understand our customers and deliver the first-class digital experience at the core of our strategy,” says Sheahan.
Webflow Optimize allows the team to test and deliver different page variants, layouts, content, and calls to action based on visitor behavior and audience segments, making it possible to serve relevant experiences without fragmenting the site. “With Optimize, we can connect and personalize our entire web experience, creating a digital destination like no other,” says Sheahan.
Optimizing the website is only part of the opportunity; as Olympia’s digital model evolves into one similar to a media owner rather than a traditional entertainment destination, it is critical to track audiences and impressions while localizing content on a global scale. Together, Optimize, Analyze, and Localization will allow Olympia to create a more tailored and flexible digital platform that can scale alongside the destination itself.
“We’re a small team, so we need to work smarter, and Webflow lets us build something distinctive that balances form and function,” says Sheahan. “It’s our platform of choice because it can support both the last 140 years and the next 140.”
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