A bespoke West End performance, personal storytelling and meaningful recognition helped Day Lewis Pharmacy celebrate its 50th anniversary with more than 1,500 employees, sponsors and partners.
Delivered by Principal Global Events at Battersea Evolution, the conference, gala celebration and awards honoured the company’s journey from a single pharmacy in 1975 to a nationwide, family-led business with more than 250 locations.
The event achieved the highest attendance rate in Day Lewis’ history and took home the Best Celebratory or Awards Event award at the micebook Awards 2026.
Celebrating a people-first business
The brief was to mark 50 years of Day Lewis in a way that felt as meaningful as the journey itself.
As well as celebrating the growth of the business, the event needed to honour its founders, reinforce its culture and recognise the people who had contributed to its success.
Principal needed to deliver the scale and spectacle expected of a major anniversary while retaining the personal, people-first character that defines the company.
The event also needed to strengthen relationships with sponsors and partners and set the tone for the next chapter of the family business.
Telling a 50-year story
Principal spent several months developing a legacy film that captured the history and character of Day Lewis.
The team filmed across pharmacy locations, gathering interviews and archive material to create a narrative that reflected both the company’s growth and the people behind it.
A consistent anniversary identity connected the film with the wider event, appearing across the stage graphics, screen content, social assets, printed materials and awards.
Guests also received a commemorative booklet bringing together stories, images and key moments from the company’s history, giving them something tangible to take away from the celebration.
Recognition formed a central part of the evening, with service and lifetime achievement awards acknowledging contributions from across the business.
A new legacy award was also introduced in memory of board member Peter Glover, who had died the previous year. Designed to become a permanent part of the annual awards, it created a particularly emotional moment and ensured his contribution would continue to be recognised.
Connecting a room of 1,500
Battersea Evolution provided the capacity required to bring the nationwide workforce together, but Principal’s priority was to prevent the scale of the venue from making the experience feel impersonal.
Large-format staging and live camera relay ensured that guests throughout the room could see and engage with the content. Lighting, visuals and show calling were closely coordinated to maintain the pace of the programme and carry key moments across the venue.
Flexible social areas encouraged interaction, while a separate VIP mezzanine gave sponsors and senior leaders space for more focused conversations.
Principal also had to respond to logistical challenges in the run-up to the event. Major roadworks disrupted the planned transport routes during the week before the celebration, prompting the team to revise arrival plans and introduce additional coach marshals.
Bringing Broadway to Battersea
The creative theme, ‘New York, New York: Broadway’, informed the staging, set design, décor and roaming entertainment.
Stephen Mulhern was selected to host the evening for his broad appeal across the multigenerational audience and his ability to sustain the energy in the room through live interaction.
The centrepiece was a bespoke ‘Circle of Life’ performance inspired by The Lion King. The concept offered a subtle nod to the founding family’s African roots while reflecting the story of a family-led organisation moving into its third generation.
A cast of 20 West End performers delivered live vocals and choreography, with parts of the performance moving beyond the stage and into the room. Supported by lighting, music and live relay, the production was designed to make the moment feel shared by the entire audience rather than confined to those seated at the front.
One attendee described the performance as “pure magic”, adding that there was “not a dry eye” in the room.
Reflecting the founders’ heritage
The cultural connection continued through the food, with a family-style Indian menu reflecting the heritage of the company’s founders.
Rather than serving individually plated courses, sharing dishes changed the dynamic around the tables, encouraging conversation and creating a more relaxed atmosphere within the large-scale setting.
Menus were designed to accommodate a wide range of dietary requirements while preserving the communal nature of the experience.
Creating value for sponsors
Several new high-profile sponsors joined the event for the anniversary year, requiring a considered approach to their involvement.
Every award category was supported by a sponsor, with branding incorporated across stage visuals, content and event communications.
On-stage recognition and photographs with the host provided sponsors with content they could use after the event, while the VIP mezzanine enabled them to connect with Day Lewis leaders and employees away from the main programme.
Sponsor satisfaction reached 98%, with positive feedback on both visibility and the quality of interactions.
Pride, recognition and lasting impact
The event achieved a 95% attendance rate, the highest in the company’s history and a 25% increase on the previous year.
Feedback showed that 97% of attendees felt recognised and valued, while 93% said the experience increased their pride in working for Day Lewis.
Engagement continued after the event, with more than 300 social posts generating 450,900 impressions. Eighty per cent of award winners shared content, extending the reach of the celebration beyond the venue.
The micebook Awards judging panel praised the way the event combined storytelling, cultural references and personal recognition with the energy and spectacle of a Broadway-inspired production.
One judge highlighted its ability to balance “genuine emotional resonance with strong commercial outcomes”, while another described it as “production on a massive scale”, recognising the challenge of creating a meaningful experience for more than 1,500 people.