THE Journal
IN CONVERSATION WITH FOUNDER, SARAH
Q: TELL US ABOUT YOUR FAVOURITE BRAND EVENT OF 2023.
We are very lucky that we designed and delivered some incredible brand events in 2023 and each one is as fun to design as the next so it’s very hard to choose. I think probably the Pinterest event at the V&A was a true highlight for me. Working with such a creative brand is always really exciting and I love the challenge of how we communicate all their key messages within the event whilst keeping the overall look very creative. As a brand, they love to surprise and delight and therefore detail is key throughout.Turning the Raphael Court into an intimate talk space was amazing – matching the colours of the furniture perfectly to the Cartoons looked incredible and it felt so special. The chefs table concept was really engaging and allowed us to add so many layers of brand messaging from the origami table numbers to the surprise starter you had to crack to reveal, fun chef interactive points, live music and brilliant flowers.I’ll always pinch myself that we get to work with a brand who I admire so much, use on a daily basis and feel constantly inspired by. To design events to inspire their clients feels like such an honour and one I’ll forever remember.
Q: WHAT MAKES A BRAND EVENT SPECIAL?
If we take the above event as an example. The client wanted to create an unmissable, very exclusive, high touch event. This had to be an event talked about within the industry, something guests were clamouring to get an invite for. The guest list was small and very strictly invite only. Finding the perfect venue for this event was key and the V&A was in fact perfect in that it has a great draw as a space alone but added to this was the sold out, highly anticipated Chanel exhibition running at the time of the event. Guests would experience an intimate talk within the impressive Raphael Court, a private view of the exhibition and a very special dinner within the Dome. Really considering this format and how it would feel for guests was important – the experience is everything and surprising guests can be hard but we think we did it. Keeping in mind the look and feel of the brand throughout and all their messages meant that we could work detail into every layer allowing for a very strong brand experience but equally a beautifully designed space, sympathetic to the surroundings.
Q: IN YOUR OPINION, WHAT’S THE BEST VENUE FOR A BRAND EVENT?
The answer to this is that there isn’t one. Well, of course there is but it completely depends on the brand. No one venue suits all brands and it’s important that we always understand a brief and a client when embarking on a venue find for an event. What I would say though is that the venue itself can be a surprise and a huge pull for guests. A modern brand doesn’t have to be housed in a modern venue – think about the ethos of the venue, what it stands for and their overall approach as this may be very modern, even if within a more historic setting.Equally a modern venue can work for a more traditional venue, the contrast can be surprising and create exciting conversations and impressions of the brand. We approach every brand event with a fresh mind and a blank canvas. Finding the perfect space and building an event within that which perfectly suits the brand is part of our challenge and one we relish.
Q: WHAT MAKES A BRAND EVENT REALLY STAND OUT?
We could talk for hours here however what I’d say is two main things. Overall impression and then the layers of detail. These two areas encompass everything from the venue, guests experience, menu, content and design and by keeping these two guiding principles in mind, we find they act as a framework to design within. Overall impression is so important – you need that initial ‘wow’ – it’s what draws people in. The detail is what keeps them there. Adding layer upon layer of detail allows you to reinforce the brand messages constantly throughout the event.
