USAA’S POPPY WALL OF HONOR
“The Ultimate Sacrifice” is the term used to highlight Memorial Day events and observations. The USAA “Poppy Wall of Honor” is a demonstration of how many Americans made that sacrifice.
Beckon teamed up with USAA’s branding and activation team to develop and present the “Poppy Wall of Honor,” which is on display each Memorial Day Weekend on the National Mall in Washington, DC. It provides a time and place for remembrance and thought.
DEVELOPMENT
Beckon developed and engineered the activations’ footprint and overall production schematics, including decking, terra flooring, lighting, crew build schedule and the like.
EXECUTION
The final result — a 250’ stage housing a 133’ x 8.5’ wall, filled with 645,000 poppies — each poppy representing an American service-member who has fallen in the defense of the United States. The reverse side of the poppy wall included an interaction zone, where attendees could learn more about those war hero’s and leave notes of remembrance.
SUCCESS
Hundreds of thousands visit the Lincoln Memorial and the National Mall over Memorial Day Weekend; many also visiting the Poppy Wall of Honor. The sheer size and magnitude of the Wall left those visitors with a sense of wonder and gratefulness for those who had fallen. The Wall of Honor returns to the National Mall each year.