Event Design Trends to Look for in 2012 16 Influencers Weigh In

Transcription

designForward
An Event Leadership Institute White Paper
Event Design Trends to Look for in 2012
16 Influencers Weigh In
Introduction by Howard Givner
03
The Five Senses by Jes Gordon
06
Furniture Trends by Tricia Schmitt
25
Technology & Live Events by Chuck Santoro
09
Fabric Trends by Youngsong Martin
27
Mixing it Up by Todd Fiscus
12
Immersive & Holographic Projections by Ira Levy
30
Invitation Trends by Ceci Johnson
14
The White Lounge Blues by Lional Rivero-Cannon
32
The Art of Lighting by Raymond Thompson
16
Sophisticated Comfort Food by Stella Ballarini
35
Dress to Impress by Kate Kovalick-Patay
19
A Holistic Approach by Adam Harriden
37
Fresh, Local, Vegetarian by Daniel Megly
21
Design Follows Function by Debra Roth
40
Luxury is Back by Steve Paster
23
Don’t be a Trend Slave by King Dahl
42
Copyright © 2012 Event Leadership Institute, LLC
Table of
Contents
Howard Givner
Event Leadership Institute
New York
Introduction
However, the truth is, the look and feel of an event can,
and should, be impacted by just about any event element.
Attendees form impressions about an event, and by
extension the event’s host, from any number of sensory
inputs. Those inputs can just as easily be driven by the event
invitation and menu choices as they can by fabrics and
furniture. Likewise, creative integration of digital devices
like mobile phones and iPads into the event flow can
dramatically impact how guests experience the event and
perceive the organization’s brand.
Taking this broad view of event design, we reached out to
16 event industry influencers throughout the country and
invited them to answer the question: “What trends are you
seeing in event design?” By sampling experts in various
fields within the industry, all of which can drive event design,
we got very broad answers, as they all work with different
mediums and pallets.
One theme that you’ll see in a number of submissions is the
mixing of disparate styles to create a look of contrast and
interest, such as comfort food served in sophisticated ways,
or antique furniture adorned with modern accent pieces.
Another progressive theme is the integration of event design
into event elements considered “need to have” (bars,
tables and chairs, etc.), bringing design to functional event
components so design no longer feels like a “nice to have”
feature.
We invite you to explore the ideas and creative thinking in
the pages that follow, and greatly thank our contributors for
sharing them with the broader event industry.
The event industry is undergoing a dramatic evolution
in how it views, or at least should be viewing, the concept of
event design. Traditional thinking held that design was the
domain of the florist, decorator or set designer, the vendors
that supplied the visual “stuff”.
“The look and feel of an event
can, and should, be impacted
by just about any event element.”
Howard Givner continued:
Pink Powered by Moss has kindly agreed to sponsor this
e-book, in order to make it available for free to anyone who
wants insight into event design trends and thinking. As an
organization, Pink Powered by Moss looks to cultivate and
share thought leadership in event design. By disseminating
the ideas and perspectives in this e-book they, and we at
ELI, hope to encourage event professionals to continually
push the boundaries of event design and move our industry
creatively forward.
We applaud Pink Powered by Moss’ desire to make this
content and these ideas more broadly available within
the events industry, and thank them for their support of our
mission to empower planners to create, plan and execute
smarter, more cost-effective events.
About the Event Leadership Institute
The Event Leadership Institute is the nexus for the most
progressive training, education and insights for the event
planning industry. Our mission is help planners create, plan
and execute smarter, more cost-effective events and grow
their businesses. We accomplish this by cultivating and
sharing best practices through video classes, webinars,
interviews, white papers, roundtables, and live events. For
more information about our offerings, please go to
www.EventLeadershipInstitute.com.
Acknowledgment
At the Event Leadership Institute, we place a great premium
on the quality of our content. Producing good content
takes time and costs money, and accordingly we believe
people should pay for it. We also feel that by charging
users for our content, it keeps us accountable, as all of our
content is backed by a money back guarantee. When
people pay for content, they have higher expectations than
if it’s given away free, and we welcome those expectations.
Jes Gordon
OWNER/creative DIRECTOR
jesGORDON| properFUN
www.EPCevent.com
The average event consumer has become savvier. Social
media (Twitter, Facebook, and blogs) as well as super fast
search engines, have made people more aware of how
parties are produced and how to find the resources they
need to create the most memorable events in the world. A
major trend in events is taking the five senses VERY seriously.
Each sense has its own rock star roster:
TOUCH: eclectic lounge vignettes
SIGHT: stunning lighting and reflective surfaces
TASTE: celebrity chefs and mixologists
HEARING: celebrity DJ’s, musicians and talent acts
SMELL: In addition to food and drinks, aromatherapy elements are now incorporated throughout a space (especially
in bathrooms and entry ways)
CELEBRITY DRAW
In the past, a celebrity would only be available to attend
your event if someone you knew, knew somebody, and so
on. Now, thanks to the impact of reality TV there are celebrities from all walks of life available to party with us, for a
“fee,” of course. Once upon a time, a DJ was just a DJ, but
The Five
Senses
now you can pay to have DJ Pauly D from the Jersey Shore
spin his tunes at your event and add an extra DRAW factor.
The DRAW factor is interesting. In cities where you have
to drive to get to an event (hello LA) you’d better have a
DRAW like a celebrity chef slinging the food or Elton John
playing a few tunes for your intimate crowd. This saddens
me, because for the truly special events I have designed
and produced, the guests are the true rock stars. Unfortunately, celebrity draw is a trend that I don’t see leaving the
party any time soon.
DESIGN TRENDS
I wish I could say that organic design is going to be really
hot this year in the event world, but I can’t. Organic or ecofriendly design seems to be prospering in the restaurant
world, so at least it has a place somewhere.
For events, the more WOW FACTOR the better. This is not a
new trend, but its certainly going to continue into the new
year. The primary way major bling being brought to the
table in an eco-friendly manner is through lighting. Many
lighting companies are using LED technology, which is earth
Jes Gordon
properFUN
New York, Los Angeles
The average event consumer has become savvier.
Social media (Twitter, Facebook, and blogs) as well as super
fast search engines, have made people more aware of how
parties are produced and how to find the resources they
need to create the most memorable events in the world. A
major trend in events is taking the five senses VERY seriously.
Each sense has its own rock star roster:
Touch: eclectic lounge vignettes
Sight: stunning lighting and reflective surfaces
Taste: celebrity chefs and mixologists
Hearing: celebrity DJ’s, musicians and talent acts
Smell: In addition to food and drinks, aromatherapy
elements are now incorporated throughout a space
(especially in bathrooms and entry ways)
Celebrity Draw
In the past, a celebrity would only be available to attend
your event if someone you knew, knew somebody, and
so on. Now, thanks to the impact of reality TV there are
celebrities from all walks of life available to party with us, for
a “fee,” of course. Once upon a time, a DJ was just a DJ,
but now you can pay to have DJ Pauly D from the Jersey
Shore spin his tunes at your event and add an extra DRAW
factor. The DRAW factor is interesting. In cities where you
have to drive to get to an event (hello LA) you’d better
have a DRAW like a celebrity chef slinging the food or
Elton John playing a few tunes for your intimate crowd. This
saddens me, because for the truly special events I have
designed and produced, the guests are the true rock stars.
Unfortunately, celebrity draw is a trend that I don’t see
leaving the party any time soon.
Design Trends
I wish I could say that organic design is going to be really
hot this year in the event world, but I can’t. Organic or ecofriendly design seems to be prospering in the restaurant
world, so at least it has a place somewhere.
For events, the more WOW FACTOR the better. This is not a
new trend, but its certainly going to continue into the new
year. The primary way major bling being brought to the
table in an eco-friendly manner is through lighting. Many
lighting companies are using LED technology, which is earth
The Five
Senses
Jes Gordon continued:
The world of event furniture rental has gone to an entirely different level and I feel
the excitement in this area will continue to grow. Clients have access to turn of the
century styles, slick light up contemporary styles, post modern working fireplaces,
etc. I see inflatable rooms within rooms, and chandeliers that you could once only
dream of owning, being rented as an evening show piece. These types of luxury
fixtures are wonderful for events.
The use of lighting, animation, and video presentations will be a major rock star
trend that will continue to grow in 2012.
Food
We all know what a mixologist is—been there, done that—but there is a new trend
I’ve noticed in some of my favorite eating spots—bespoke food and cocktails.
When you walk into the hottest bars, you can tell the bartender that you love
whiskey and adore the smell of lemon and roses and before you know it the
bartender has created a customized drink. This is a trend that will certainly flow
into the event world. I love how these make guests feel—like rock stars for sure.
friendly for sure, but at the end of the day there is a lot of lighting that isn’t. In my
opinion, lighting can literally make or break and event. Many of my brides and
corporate clients are forgoing a lavish floral centerpiece in favor of introducing
ambient lighting and lounge vignettes at their events.
“Each sense has its own
rock-star roster.”
Jes Gordon continued:
Remember that the average consumer is becoming more
aware of our industry and may want to become involved in
the planning or execution of the event. This is a good thing.
Clients will learn to respect you more when they understand
what you do. I take clients on tours of the flower market,
let them put their hands on the linens I propose, and try to
give them as many visual aids as possible. It is important to
become proficient in expressing ideas to clients in the most
sensory ways possible.
Our clients are getting smarter and more knowledgeable
about our industry so it is more important than ever to refresh
our skills, be on our game, and offer them something they
cant get any where else. The biggest trend for 2012 is that
we need to be on our toes!
It’s also a great conversation starter. The only downside is
that the average drink may take a lot longer to prepare, so
staff accordingly! And how awesome is it to sit and talk to
a celeb chef like Tyler Florence or Rocco DiSpirito as they
serve you a menu they created specifically for your event?
Chuck Santoro
Proscenium
New York
Technology
& Live Events
Back then, designing an event meant figuring out the
venue, then the floor plans, decor and the food & beverage
menus. The client might ask for some innovative ideas, so
you added a dash of “technology.” The job was done.
Well, times and technology have changed. Technology is no
longer a “nice to have” – it is a necessary part of event design
from the ground up and when used properly, is integrated
seamlessly into the overall experience. Why? Because
people (your clients and their audiences), expect it. By 2015
smartphone sales will be at 631 million devices per year (Source:
Gartner April 2011) and 73 million people proudly took delivery
of their new mobile tablet last year (Source: NPD Group 2011).
Technology is an integral part of our lives and should now be a
major design element when it comes to live events.
So, how will these statistics help shape the way technology is
utilized in the world of events?
We believe the new direction and trends will lie in how we
see the technologies play off, and interact with each other,
just the way your many devices can do in your everyday life.
It will be our job to see how we creatively and effectively
weave the technology through the arc of the event and at
every touch-point.
How do we use technology to increase the impact of an
event and get the message out earlier, for a longer duration,
to more people and also be able to measure the results of
that interaction?
Here are some ideas for integrating technology into a
holistic experiential event design:
1. Provide attendees with a custom app that they can
download on to their own mobile devices. They can
use this before, during and after the event. It gives them
all the information that used to be in a brochure or
Once upon a time (like 2 years ago) technology in events
meant a registration microsite, maybe a scattered touch
screen and an infrared audience response system. SMS
texting was just making an appearance at events and the
iPad was still a rumor. The iPad finally launched in April 2010.
Seems longer, right?
Chuck Santoro continued:
2. Issue tablets to all attendees for the duration of the event and drive general
session presentations live to the devices instead of single large projection
screens. They are also available to attendees to use pre-loaded apps and
movies/content that are pertinent to the conference. So for instance if the
conference is about Education you can feature the top apps in that area of
interest.
3. Have your keynote speaker use a mobile device to drive their presentation to
the main screens. Have them highlight points live and in real time on the tablet
by drawing on the device which then is shown on the large screens.
4. Don’t fight the way of the world. Rather than ask attendees to turn off their
phones, encourage them to use them to interact with and collaborate with the
speakers. Get them to tweet questions or use the event Facebook page to post
comments that a moderator can feed to the panel or presenter.
5. Use location-based services (LBS) to have attendees interact with their
environment. The attendee, as part of registration, fills out a profile of things
event binder… and even more. This can include floor plans, agendas, speaker
bios, contact details - all in the palm of an attendee’s hand and completely
updateable in real time.
“Technology is no longer a ‘nice
to have’ – it is a necessary part of
event design.”
Chuck Santoro continued:
6. Again using LBS and a pre-completed profile, they can
opt in to be alerted when they are close to another
delegate who shares the same interests as them.
This enables networking and the ability to share best
practices both at the event and after. In this way we can
build ”community” for the program.
7. Using RFID or LBS on a mobile device, we can record
the movements of a delegate. Say you want a
pharmaceutical representative to visit a number of
different demos and after each answer some questions,
the technology can ensure that they actually visited
each station and also then record their scores on each
assignment. Their performance can then be reported
back to their direct report to ensure that any gaps in their
knowledge are handled there and then.
8. Use QR Codes to allow attendees to gather information
and drive them to pertinent content.
9. Finally, a great outcome from utilizing of all this integrated
technology is the amount of valuable data that is
captured. From the moment a delegate registers and
downloads an app, you are able to track what they
have looked at, commented on, attended - and even
who they have met with. This allows for continuous
improvement when designing the next event.
So even though the use of technology as a creative
element is not necessarily new at events, using it as a
holistic thread to connect the attendees and extend the
conversation post event will become more and more the
norm as the year progresses and advancements occur.
that interest them and what they want to achieve
at the conference. They then give permission for the
“environment” to communicate with them. So if they
are passing by a demo on clinical trials for a particular
disease state and this is an area of interest for them, they
will be alerted on their device that they should take a
look.
Sally Event
Todd
FiscusPlanner
Todd Events
Event
Planning Co. | New York
www.EPCevent.com
Dallas
Zen
Design
Mixing
it Up
Technology
We have started using these cool interactive LED panels at
events. They not only help you get a message across, they
look amazing and add a unique visual element.
Furniture
Furniture is getting more luxe, more residential and not as
white modern. Events are trending towards feeling cushy
and luxe and comfortable, as opposed to sleek and
modern. Our furniture company Suite 206 has added items
such as velvet sofas, traditional grand arm chairs and more
luxe fabrics to support this new look.
Statement Bars
I love what a statement bar can do for your event. It creates
a “heart” for your party. It does this by creating a large
Flowers
Instead of covering every table with the same size floral,
go for a wow statement by doing a few huge, amazing
arrangements. Surround the other tables with candles and
small floral details. The room will feel fresh and bold, instead
of “same old, same old”.
“Bars are like the kitchen at a house
party, everyone loves to hang out
at them. So make it something cool,
grand and inviting.”
central design element that anchors your whole overall layout. Bars are like the
kitchen at a house party, everyone loves to hang out at them. So make it something
cool, grand and inviting.
I also like to add residential elements to my bars. Whether it be a pair of gorgeous
lamps on either end or using bookcases as bar shelves filled with glassware and
candles. Bars are just better when they feel “built-in” and not so temporary.
This is going to be the hot spot, so don’t skimp on the details. Make sure you have
barstools for seating, serve handmade cocktails and kick up the bar snacks as
well. Out with the pretzels and goldfish, and in with strips of crispy bacon infused
with maple syrup.
Colors
My favorite color combos for the New Year:
Navy blue and pale butter yellow - go mad men-esque with this one
Copper and lavender – organic modern
Latte and charcoal – classic with tons of white flowers
Rose pink and rust – romantic with vintage styling
Aqua and white – Palm Springs all the way!
Tabletop
Mix up the table sizes, it allows you to do more wow factor tabletop on the major
tables and something smaller to accent the others. For instance, if you are having a
reception style party with food stations, don’t use all 60” inch rounds. This can really
stretch your budget.
Todd Fiscus continued:
Ceci Johnson
Ceci New York
New York
Mixed Media: Creating A Tactile Experience
Gone are the days of sending an invitation that’s just a flat
card with only one printing technique. Now, it’s time to play
with mixed media and add texture and dimension which
elevates the flat card to an invitation that has a personal
wow factor. Create an experience that has many more
elements to interact with for the recipient. When the guests
open the envelope, they are going through an experience
that’s telling a story as each piece is unveiled. Like an
invitation that includes a hand painted watercolor liner, with
a foil stamped folder that opens up to reveal three intricate
laser cut sleeves each holding a letterpressed invitation for
the weekend’s events. Mixed media is big - hand painted
watercolor, foil stamping, letterpress, laser cut, custom
converted envelopes. Mix any of these techniques make
your invitations feel more bespoke and artisanal which
translates to something truly spectacular. Shapes: Die Cut, Laser Cut
Die cut shapes for invitations are all the rage. Move away
from the “everybody has them” rectangular card. Forget
the pointed edges and go for a special shape that has
unique rounded flowing edges. Shapes inspired by the
architecture of the venue or the event theme like an Art
Deco inspired edge. And it doesn’t stop with the invites. I
love to create architectural flapped envelopes - the intrigue
begins with the first interaction on the envelope. Carry this
through into your menus and escort cards. Instead of blah
tented cards, try laser cut shapes like those in the shape of
a bird, butterfly, sea shell or fan or just a beautiful die cut
shape hung on ribbons. Whether you create your shape
through a die cut or laser cut take that straight edge to new
heights. Color and Style: Color Therapy
Pantone announced Tangerine is the color of the year
so expect to see a lot of that color coming into events.
However, I see a lot softer palettes for 2012. There is a
wonderful return to the classic elegance. Thanks to the royal
wedding, there is a ripple effect, where people feel going
royal is totally acceptable to channel their royal elegance.
This translates to lots of metallics, gold foils, elegant scripts,
softer patterns and prints that are more abstract and
painterly. Blushes and soft muted colors are important.
Invitation
Trends
“When they get to ‘play’ with the
invitation, the anticipation for the
party just went up a mega notch.”
Ceci Johnson continued:
Fun Stuff: Dual Purpose Interactive Invitations
Thanks in part to Nick Lachey and Vanessa Minnillo’s airplane ticket wedding
invitation to their Necker Island nuptials, dual-purpose interactive invitations are
on the rise. Airline ticket save the dates for destination weddings, invites that
double as fans for an outdoor affair and comic book save-the-dates that tell the
engaged couple’s story are definitely in for 2012. Other ways to have fun, play
up your personality with illustrated attire cards or create an interactive game
board invitation inspired by the game of LIFE. Invitations are meant to evoke a
feeling and get guests excited. When they get to “play” with the invitation, the
anticipation for the party just went up a mega notch. Copyright © 2012 Event Leadership Institute, LLC
Creating a softer subtle timeless elegance. Velvets and satin wrapped cards
stamped with a personalized crest, designed just for them create that regal mark
that will last through their generations. Raymond Thompson
Images By Lighting
Los Angeles
Throughout the history of the events industry, lighting
has always played a role as an integral element within
the realm of event infrastructure. From the most basic
use of lighting for display buffets, stage set illumination,
environmental design, theme underscoring, room transitions,
space masking or even utilizing lighting as a focal point to
control guest perception of a space – lighting has always
played an important role.
It’s a very exciting time to be a lighting designer with all the
new applications in lighting and video technology. More
than ever before, lighting is set to take center stage at events
and become the element that dictates the world around
it. We think you’re going to love what’s coming down the
pipeline. From eco-“friendlier” LED’s to eye catching video
experiences, both of these ground breaking technology
applications play right into the hands of lighting trends.
Video Mapping
Let’s start with a couple words you are probably hearing
more often these days. Video mapping. It’s an amazing
technology that is now taking the events industry by
storm. What you may not realize is that the foundational
technology for video mapping isn’t new. As technology
improves, video mapping is becoming more affordable
and accessible with an increased range of applications.
Video mapping originally made its debut in the world of
advertising and large production (you most likely saw it in
television shows and concerts) but now it is quickly gaining
popularity and edging its way onto the special events stage.
With improvements in clarity and flexibility of application, this
trend is one that demands your attention.
LED Mesh Grids
When talking about video mapping most people think of all
the great videos that are out there on YouTube that show
large-scale projections cut to the shape of big buildings. The
monumental size alone is a wow. But today we can take that
a step further through another application where video can
be mapped and run through an LED mesh grid. These LED
grids are exactly as the thought that comes to mind with the
word mesh - flexible and easy to manipulate into elements,
which can then be used as décor providing full motion video,
stunning graphics, message and lighting capabilities.
The Art
of Lighting
The Five
Senses
We recently used a mesh system where we wrapped on an abstract wire frame
approximately 20’ x 10’ x 12’ and suspended it in the ceiling. It worked as a huge
chandelier. Overhead, throughout dinner, clouds drifted, water trickled, fire
crackled, all creating a unique and stunning focal point to the room. Later in the
evening, the chandelier was used to transition the room into a smoking hot dance
club with a full video capability completely transforming the environment of the
space. We are utilizing curtains, columns and entire wall spaces as video screens.
They are fantastic in their flexibility. Can you see a whole new slew of opportunity for
creativity?
3-D Mapping
One of the biggest reasons for the success of video mapping is that the audience
is emotionally drawn into and surrounded by the experience rather than viewing it
on a flat screen surface at the front of the room. This is especially true for what is
referred to as 3-D mapping. This is a new projection technique that can turn
almost any surface into a dynamic video display. Specialized software is used
to warp and mask the projected image to make it fit perfectly onto irregularly
shaped screens which in reality can be columns, wood carvings, architectural
details - literally anything.
The results are vividly crisp, optical illusions. Lighting can flash in sequence, a logo
can grow out of a wall, it can rain or snow, flowers bloom, your guests can be
Raymond Thompson continued:
“We are entering the dawn of virtual
scenery where the only limitation is
your imagination. Imagine what you
can do with brand messaging?”
Raymond Thompson continued:
Trends in lighting are taking on a new and beautiful
face as they provide a transformative guest experience.
Incorporating video into event décor, either with LED mesh,
video screens, or projection, opens up a whole new and
undiscovered world to the innovative event designer.
Fantastic, right? We think so!
virtually transported from a tent to the beautiful Tuscan
countryside. We are entering the dawn of virtual scenery
where the only limitation is your imagination. Imagine what
you can do with brand messaging?
Kate Kovalick-Patay
Creative Coverings
Las Vegas
Dress to
Impress
Color Trends
The Pantone Color Institute announced that Color of the
Year is Tangerine Tango. Not only will you see this color on
the fashion runway, but in cosmetics, home decor and
wedding/event design! This fiery reddish orange hue is
dramatic, yet sophisticated...a color that will radiate this
Spring/Summer and into Fall 2012.
Spring/Summer 2012: tangerine, mustard, fuchsia, lavender,
lilac, rich navy, sage green, Tiffany blue, grey and khaki
brown.
Fall/Winter 2012: dark chocolate, honey gold, hot pink,
Tangerine Tango, clover green, Olympian Blue, chartreuse,
cool grey, Victorian lilac, and blush pink.
Don’t be afraid to think outside the color box. Here are a
few fun pairings: teal & papaya; purple & ice blue; gray &
yellow; tangerine & fuchsia; red and purple.
Fabric Trends
When it comes to your fabrics, think texture as an added
element of design. Be on the lookout for Dupioni fabric, a
polyester version of raw silk, and bold, retro Pucci-style prints.
Rosette and lace fabrics are a must-have this year while
classic embroidered sheer fabrics are always a favorite.
“Modage” - “Modage” is a marriage of words trademarked
by Woodson & Rummerfield’s House of Design to mean
modern and vintage and is currently our favorite design
theme. Not only is this a home décor trend but definitely an
event décor theme being used by many corporate and
social clients. Whether it is mixing vintage furniture pieces
with modern, bold prints in table coverings or adding hints
of lace and feather accents with damask patterns and
contemporary centerpieces, this trend is here now and will
be huge moving forward.
For linens we are seeing a mixture of textures and patterns.
For example, a Fortuny (crinkle taffeta) table covering
will be paired with a lace overlay and a monochromatic
damask pattern for napkins and sashes. Classic woven
Any event professional needs to stay on top of trends in
event design. Here is what we are seeing for 2012.
“Don’t be afraid to mix and match
textures and prints. It can create
a fabulous look.”
Kate Kovalick-Patay continued:
Eco Chic – Many planners want to be ecologically friendly. They are using
recycled papers for invitations, second-hand or vintage fabrics and furniture, and
food from local farms. Many want to create the look without being excessive.
Touches of burlap fabric look great when paired with elegant fabrics.
Shabby Chic- SO FUN! Don’t be afraid to mix and match textures and prints. It can
create a fabulous look.
Simple Chic – This look can be created by simply using color. Try ivory, tan or
mocha colored linens mixed with turquoise blue Chiavari Chairs. Adding in some
beautiful dishes and glassware can create an amazing look.
For those looking to plan further out, our fabric design predictions for 2013 include
velvets, jacquards, lace, foil and metallic, exotic/ethnic patterns, layered fabrics,
opaques and 3D and geometric prints.
baroque patterns create a sophisticated, Old-Hollywood look but are modernized
by with either metallic threads or flocking in the fabric. Color pairings like soft
vintage blush and antique ivory or a cool grey are very popular or bold colors from
the 80’s like chartreuse and fuchsia are mixed for a modern, yet retro look. Rich
reds are also being paired with deep purples for an elegant yet dramatic palette.
Daniel Megly
So many food trends have come and go. So many styles
of food, so many presentations have lined up, had their
moment and have come and gone with varying levels of
fanfare. But some trends appear naturally, organically…in
your own back garden, if you will.
Recent trends toward healthy living, organic cooking,
and 100 mile local products have caught hold in
the consciousness of the party-going public. This has
understandably had a trickle-down effect on our events.
Heart-healthy menus and the shift toward local and/or
organic ingredients have become a focus of many of our
events. People are leaning towards vegetarian meals not
necessarily because they are vegetarian, but for many other
reasons, among them: a) Vegetarian meals are healthier
(typically lower fat); b) they are more visually appealing;
and c) the dishes are more creative and appetizing than
vegetarian alternates have ever been.
In the past, vegetarian guests at catered events would
be treated as second class citizens, and would be offered
the tri-colour pasta, or extra portions of mashed potatoes.
Fresh, Local,
Vegetarian
Today, vegetarians have been given the respect they
deserve! With the advent of the cocktail-style Food Station
dinner, we have been charged with providing sexy menus
tailored to our non meat-eating guests. Typically, when
preparing menus for sit-down meals, our first course has
been a vegetarian dish, something that everyone can eat,
like a Beet Carpaccio with Goat Cheese Panna Cotta.
Now this has extended to Food Station events, with veggie
options offered at ALL outlets! So yes, we have had to get
creative. What is exciting when creating dishes, especially
in the too-short Canadian summer, is creating dishes from
local fare. Whether it is chive flowers used as a garnish,
hand-picked cherry tomatoes or the peppery taste of justharvested Arugula, the taste of fresh produce is a joy to any
palate.
One of the emerging trends has been the combination
of hot items paired with savoury ice cream. Our signature
Tomato Tart Tatin alongside Black Olive Sorbet and
Popcorn with Basil Oil dust gives a late-summer burst of
Tomato flavor. The tang of the sorbet when combined with
the sweetness of the tomato is heightened by the playful
Daniel et Daniel Event Creation
& Catering, Inc.
Toronto
“Vegetarian meals are more
visually appealing.”
The Five
Senses
Daniel Megly continued:
In summer or winter, the tartlet is always a welcome savoury treat. Whether it is
made up of Asparagus and Local Goat Cheese, or the super-healthy Swiss Chard
and Wild Mushrooms, the comfort-food nature of the pastry when combined with
the freshness of the produce creates a stunning final product.
Now that we safely have our vegetarians covered, we are now being challenged
to bring Vegan items to the table! Our Swiss Chard and Tofu Soufflé has been a
resounding hit as has the Ginger Tofu Cabbage Roll.
When we create a dish that is a hit with our clients, we design it to reach as many
people as possible. One good idea can be translated into a starter course, passed
short plate, a food station item or a Main Course alternate! The use of unusual
bowls, soup plates and pasta bowls create excitement at any table.
The trend of healthy eating is definitely here to stay, and with the increasing
awareness of our clients of organic and local foods, this trend will only get more
popular!
crunch of an herbed popcorn. The dish is eaten with a spoon, as the resulting mix
of tomato with the melted Sorbet gives a resulting Gazpacho flavor finish in the
dish.
Steve Paster
Alpine Creative Group
New York, Palm Beach & Los Angeles
Luxury is Back
Without a doubt we will be seeing an increase in flush
mounting for added weight and double or even triple
thickness, which give a more tactile sense of luxury.
However, social clients will still like soft 100% cotton fiber
in white and off white stocks like Lettra, bamboo and
Somerset. While offering a strong but soft finish these papers
lend themselves especially well to the tactile benefits of
letterpress and engraving. The feeling of running your fingers
against engraved or raised text adds to the unmatched
sensuality of receiving a printed invitation.
That said, an invitation is more than just its touch; and we
have seen a lot of printed color and elegant foil stamping
options becoming the new norm. Whether it is custom ink,
the hottest new pantone color (Tangerine Tango for those of
you wondering) edging the invitations in a matching glitter
or ink color is also an up and coming trend that adds a pop
of color and a ton of pizzazz. Our Corporate clients, on the
other hand, are moving back to subtle iridescent metallic
stocks or a matte black stock, which give a richer feel
and a more lavish look. They are forgoing flash for a subtle
elegance that packs a serious punch.
Brides still love traditionally classic invitations however, to
avoid an old fashioned feel, they are often adding modern
twists like laser cuts, interesting fabrics or papers, and
charms. We have been seeing an influx of new textures
from silk to seersucker to jute and everything in between to
add a unique flair to a classic occasion. Traditional silk and
satin ribbons are giving way to modern raffia, cord and
leather and modernizing the bow that brides have come
to love.
Laser cut embellishments, custom envelopes and custom
stamps are always a nice way to personalize invitations as
well. The possibilities are endless and offer a wide range
of options to incorporate themes, branding and unique
event elements. Custom stamps are also a great way to
As budgets bounce back and event spending is on the
rise we are seeing a surge in luxury detailing on the invitation
front. From intricate detailing, luxury stocks, custom inks, and
laser cut elements there is an obvious trend towards a more
opulent invitation.
“Opulence is indeed the trend
for 2012.”
The Five
Senses
Steve Paster continued:
Increasingly hectic schedules mean that everyone likes a little advance notice
(even though they might not RSVP until the last minute!) and long planning cycles
make Save the dates all the more important. We are seeing this more and more for
non-profit galas, during fundraising season when organizations are looking to make
their event stand out in a sea of invitations and wedding season where weekends
book up quickly. They also work well for Destination weddings that require air and
hotel accommodations, so the save the dates function as an important reminder.
Some popular save the dates include custom E-vites, or simple postcards designed
to tie in the theme of the invitation and the event but they run the gamut from
postcards to novelty items like hand puppets. These will be sent out four to six
months in advance to ensure maximum attendance.
Finally, size does matter! As budgets increase invitation sizes are increasing in
tandem. What was done last year as an A7, is now being done this year as an A8 or
an A10 size. In the past, sizes have been smaller to keep with an understated look
but we are now seeing a size explosion. Where in the past, we have seen restraint,
people are now moving full steam ahead with the belief that bigger is better.
Overall, clients are again expressing their desire for higher quality invitations.
Past years required cutbacks, both in design and print quality. That trend is now
reversed. So opulence is indeed the trend for 2012.
add instant brand recognition to an event and even non-profit clients, such as the
Smithsonian Museum, are adding this as a design feature.
Tricia Schmitt
AFR Furniture Rental
Boston, Miami, Dallas & 8 other cities
Furniture
Trends
Event planners and designers are still looking for creative
and fun alternative dining options. Mixing and matching
chairs with benches not only maximizes space, but also
provides a style that is unique and fashionable. Need to
create a rustic feel in a modern environment? A distressed
dark wooden table with cushion top benches and crisscross
dining chairs up the ante. To reincarnate lit tables, place
a mirrored runner down the middle and add bold color
blocking and it’s a must-have look. Demands for unique
tables that don’t need linens are hot! Distressed finishes,
acrylic, and mirrored tables when paired with a synthetic
chair, or even an event sofa, reinvent the dining experience
through an eclectic mixture of styles.
The French Provincial look is also back in a big way, with
rich patterned textiles intermixed with other styles like a
less formal distressed wood dining table. It’s a very French
countryside feel with culture and design cleverly mixed
together. Formal, meet normal.
Branding an event through accessories is big and going
bigger. Intricate cutouts on bars, water features, accent
tables to custom logo pillows and even branded furniture
pieces dictate the forefront of this important trend.
Additionally, monochromatic color-coding with brand colors
allows clients to brand an event as their own in a subtle, yet
distinctive way. Branding is all in the details when it comes to
furniture.
People are looking for fabrics and textures that play into
the overall design of the event. Black is back in a big way
by using different textures and styles. In addition, metallic
finishes create an interesting interpretation of the new
lounge look accompanied by mirrored accent cubes,
bars and tables. Mixing synthetics with naturals is on the
upswing. Think dark woods (from furniture pieces to wooden
bars) mixed with vibrant color, luxurious fabric textures and
Furniture provides a foundational design element and
allows event designers to infuse their flavor for a customized
look. From a single stylized grouping to many different
internal environments with distinctive theming, the impact
and trending of furniture in event design is one that isn’t
going anywhere.
“The key is utilizing pieces in
an unexpected way to
invent a ‘look’.”
The Five
Senses
Tricia Schmitt continued:
Comfortable seating for general sessions and conferences can help make sure
that attendees are relaxed and focused. We’ve done events for a thousand
attendees where sofas and comfortable chairs were set throughout the ballroom
creating a more cozy and conversational seating option for guests. It’s not always
the ballroom chair holding center stage anymore.
Personal touches are where it’s at when it comes to weddings and social events in
2012. Every element is a reflection of the personality of the couple or hostess. We’re
seeing a big trend in using a vintage home accent piece to create a very homey
feel to the reception environment. Vintage “found items” fit whether your style is
shabby chic or modern – it’s about creating a contrast. This might be an accent
chest, a serving buffet or a distressed dining table for a candy bar, but whatever it
is, eclectic settings within an environment speak to the personality of the couple or
hostess in a very personal way. The key is utilizing pieces in an unexpected way to
invent a “look.”
And, finally, we’d be remiss if we didn’t point out that during an election year
primary colored traditional red, presidential blue, and classic white, coupled with,
clean lined, masculine styled furniture is in high demand.
brushed stainless accent tables. In addition, lounge elevations within events are a
big deal right now providing exclusive areas and opportunity for sponsorship and
branding.
Youngsong Martin
Wildflower Linen
Scottsdale, Los Angeles & San Francisco
Fabric Trends
As a former women’s fashion designer and textile specialist,
I try to stay ahead of the trends by regularly traveling
abroad to tap into the latest fabric milling technologies, and
to import materials that embody new dimensions in texture
and detailing. Among the biggest trends that we have been
seeing are enhancements of traditional elements, allowing
us to take everything up a notch.
Extraordinary Textures
Using the latest multi-loom milling techniques, there is a new
ability to elevate monochromatic jacquards, brocades
and tone-on-tone fabrics to textural levels previously
unimaginable. We are seeing the inclusion of any number
of fibers and an increase in cotton, linen or silk content
by incorporating strictly limited amounts of synthetics, just
enough for shape-retention and durability. The result is an
unparalleled tactile experience.
Synthetic Imposters
Modern mills are also incorporating newer synthetics that
successfully imitate the nubby and irregular textures of
natural fibers. These mills also can use a wide variety of predyed yarns and weaving techniques to mimic the opulent
look of embroidery. This allows budget conscious clients the
ability to get the look they love for less.
Digital Prints
New digital-printing equipment can produce mass quantities
of fabrics with unlimited color palettes and gradations of
hues and patterns, even three-dimensional shadows and
tie-dye effects that formerly required intense amounts of
labor. Not only does modern digital printing enable unlimited
color palettes and design possibilities, it also yields more
precise color renderings for custom-designed textiles (and
corporate branding!). Another value-added aspect of digital
printing is that it reduces waste and environmental pollution.
Over the years I have seen a marked rise in the demand
for couture-grade table linens and chair covers. What was
once seen as functional is now being seen as a means
of maximizing event themes while also conveying subtle
statements about the event host. These days, people are
taking their linen selections very seriously!
The Five
Senses
Youngsong Martin continued:
Embroidery and Laser Cuts
Modern mills can now use high-tech embroidering and laser-cutting machines
to speedily mass-produce multilayered fabrics, even including layers of textile
appliqués that were unimaginable decades ago. Just a year or two ago, those
kinds of complex, cutting-edge textures and adornments could only be achieved
by hand in a linen designers’ own studio, one layer or appliqué at a time but now
the ability to mass produce has led to increased requests for more ornate linens.
Lace, Ruffles and Hourglass Shapes
As for new trends in the designer look of higher-end event linens, I believe we’ll see
a resurgence in the popularity of lace, ruffles and hourglass-tapered skirting – à la
hobble skirts of pre-Chanel apparel design pioneer Paul Poiret. Table linens and
chair covers also will increasingly mimic elements of couture in terms of tailored
silhouettes, ruffled accents and beribboned flourishes.
Metallic Yarns
In response to emerging event fabric trends, we have been seeing an influx of
metallic yarns made from all different types of fibers. The cross-weaving of cotton
fibers and metallics into various contemporary motifs became a textile signature
in 2011 and was hugely successful – even being reordered for events at a certain
Presidential mansion.
“What was once seen as functional
is now being seen as a means of
maximizing event themes...”
Natural Fibers Mixed with Lace and beading
Another trend is the mixing of natural fibers, such as plain
or basket-woven flex linen, with classic, hand-beaded lace
overlays to evoke the opulent styles of yesteryear.
chair backs that run the style gamut, for example, from a
fitted houndstooth print with a simple black suede rosette
belt to a green dupioni silk sleeve with gold rope and
Chinese-style frog braids.
Chair Back Sleeves in Ethnic and Exotic Styles
or Geometric Patterns
Of particular significance, chair back sleeves are trending
upward in popularity because of their high-profile ability
to set the aesthetic tone of an event – with fabrics,
adornments and form factors that range from understated
elegance to geometric modernism to the most over-the-top
extravagance and exotic, ethnic flair.
Ultimately, as the economy begins to rebound, we
are seeing a pronounced trend among more event
professionals to distinguish their functions by using high-style
designer linens and chair covers as fashion statements and
a decrease in the boring, white linens of yore.
Layered Chair Covers
The eclectic, layered look in chair coverings is hugely
popular at the moment. I have even been mixing a fine
grade of burlap with sequined fabrics to create a striking
juxtaposition of opulence and nature. Also, the sewing of
laser-cut motifs onto layers of chiffon or tulle is a new chair
back trend reminiscent of Jacobean-era costumes. The
popularity of such designs reflects a growing demand for
Youngsong Martin continued:
Levy Lighting
New York
The world is driven by technology and media. TV, video
games, texting, tweeting, facebook and countless other
visual devices have everyone immersed in visual stimuli. It
is only logical that this need for dynamic and energizing
visuals would be reflected in the event world. As a result,
video, (I like to refer to it as ‘digital lighting’) is becoming an
integral part of lighting design. I see projection as a crucial
tool for any successful lighting design project.
The word video usually brings to mind flashy movement or
corporate powerpoint displays. That is not always the case.
By adding a creative twist, one can use lighting and video
to create incredible environments more effectively than
with almost any other technology available. Projection can
transport clients and guests to any part of the world or to a
different universe altogether.
There have been numerous advances in projection
technology over the past few years making this an exciting
medium to work in. We are no longer limited by how and
where a projector is mounted, or even the surface we
project onto. Media servers allow us to manipulate, bend
Immersive &
Holographic
Projections
and ‘map’ images. Advances in the brightness of projectors
allow for smaller footprints and streamlined integration of
projection systems.
3-D Projection Mapping
One of the most interesting playback developments has
led to 3-D projection mapping. This is the ability to project
pieces of individual video content onto different parts of
buildings and surfaces, allowing us to compile an entire
artistic video creation. Columns on a building can be
adorned with sparkling diamonds, while the rest of the
building is illuminated with larger than life sports figures,
perhaps passing balls in and out of the building’s windows.
It is up to your imagination. Due to the intricate control of
multiple layers of video, this technology allows us to project
onto curved surfaces as well as scale down this technology
to be utilized for smaller events in a cost effective manner.
Immersive Projections
Immersive projections allow us to create 360 degree
projected environments enveloping guests by their
surroundings. We recently created a virtual sunlit Tuscan Villa
Ira Levy
“Holographic models floated down
the runway, and then disappeared
in a sparkle effect.”
The Five
Senses
in a room with bare white walls and no windows whatsoever. Source images were
projected at full scale onto all four walls of the event space. A recently completed
project in Brazil transported the Western Wall all the way from Jerusalem to Sao
Paulo for a family wanting to pay homage to their roots for a religious affair. A
large scale image was seamlessly projected onto a white canvas recreating the
crevices and intricacies of the Wall. You will be seeing many more events utilizing
projected elements to create impact and excitement.
Holographic Projections
A new and interesting way to use video and dazzle audiences is with holographic
projections, multi-dimensional images that appear to float in mid air similar
to effects seen in movies and theme parks. We recently helped produce a
holographic fashion show in conjunction with Musion for a Forever 21 launch.
Models floated down the runway and then disappeared with a sparkle effect as
other models and atmospheric effects entered.
If you think of video projectors as digital light fixtures, you can now imagine a
light fixture that was utilized to light a table or project a gobo now is animated
and able to project anything and change at the touch of the button. Utilizing
projectors and lighting in a controlled environment, guests can witness once in a
lifetime visual experiences.
Ira Levy continued:
Lional Rivero-Cannon
EVENTCREATIVE
Chicago
The White
Lounge Blues
Fresh new colors and textures are emerging into the
marketplace. Stimulating patterns, unique materials, custom
looks, and incorporating up-cycled or vintage items are
all requests that are becoming more and more common.
These new requests are not only fantastic for diversifying the
events from the client and consumer perspective, but have
reinvigorated designers as well.
Subtle, Creative Brand Integration
The first new trend we are seeing involves bringing brands
into events creatively, beyond just slapping a logo on
something. The design should be inviting and interesting, not
overwhelming. Incorporate colors that represent a product
or a brand, use throw pillows and vibrant rugs that speak
more to the mood of the event than just being accessories,
and subtly integrate themes instead of drowning guests in
signage and logos.
It can be hard for clients to let go of having a logo every
place you look, but what we have seen is that when we
push ourselves to find a truly creative way to incorporate a
brand, sponsor or theme, the lasting impression with guests
is well worth the design time. This customization can be
as simple as pillows in various shades of corporate colors
or as intricate as custom walls, tables and seating pieces
designed specifically for the event. The objective is to
immerse guests in a theme without forcing it upon them.
Alternative Surfaces & Materials
Another interesting trend has been to show off materials
and surfaces that for years have been kept under the
sheets, so to speak. Linens are often the norm when it comes
to tabletops, but we’re seeing an increase in the use of
interesting substrates. Sleek wood tables stand beside linen-
It’s only been about ten years that furniture settings have
been included in event design. Simple settings of white
lounge furniture have been an industry staple ever since.
White modern sofas, small ottomans, square tables - you’ve
seen the ones I’m talking about. Somewhere along the way
color seems to have disappeared completely. And while
modern white lounges have certainly served their purpose
and will always be classic, the time has come to challenge
the norm.
The Five
Senses
Lional Rivero-Cannon continued:
It’s a rare occasion that people talk about the time they sauntered up to a bar
made from a table covered in linen. But a bar covered in live florals and moss is
something to not only talk about at the event, but also share on social media.
People love textures – the soft touch of a suede pillow, the irresistible playfulness
of wheatgrass in a centerpiece or the comforting feel of a distressed wood table.
People remember what they see but are far more likely to remember something
engaging, something interactive.
Upcycled Vintage Pieces
Being eco-conscious and incorporating reclaimed materials is not an idea that is
going away, nor should it. Eco is everywhere and there are two things to keep in
mind: just because an event is environmentally friendly does not mean you have
to use the color green; nor does eco have to be an expensive choice. Our clients
are increasingly asking for upcycled vintage furniture that we reupholstered in a
fantastic array of colors. Adding even a single vintage statement piece to each
furniture lounge is visually interesting and conveys your commitment to being
green. And for designers the fun is combining vintage wood with contemporary
fabrics and stunning colors in a way that look natural.
covered highboys. Illuminated sofas highlight a lounge of white leather furniture.
Bars are covered in leather or colored pflexiglas or steel. New textures and
materials are fascinating and ever-changing and the possibilities truly are limitless.
“The objective is to subtly integrate
a theme, instead of drowning guests
in signage and logos.”
Gone are the days when it was difficult to tell one event
from the next. Standard rentals are no longer front and
center – clients want color, they want texture, they want
what nobody else can have. It is a thrilling challenge and
I believe we are only on the cusp. Each new design raises
the bar for the next one and I look forward to seeing and
experiencing the creativity that results.
Lional Rivero-Cannon continued:
Stella Ballarini
Scoozi Events NYC
New York
Sophisticated
Comfort Food
Comfort foods are “feel good” foods that invoke a feeling
of emotion and nostalgia. People want what they’re familiar
with, but with palates becoming more sophisticated, event
guests like a new twist on old classics.
It’s all about keeping things fresh. We are seeing upscale
versions of down scale food, with fresh twists on old classics.
Why serve just a s’more, when you can mix the ingredients
and serve it in a pipette on a stone tray? Or take the original
BLT sandwich and re-think it into BLT sushi, with tomato ‘roe’
squeezed out with a syringe as little bubbles inside a wrap.
Being Green is now “Main Stream” & Here to Stay!
Today, the idea of comfort food is completely changing.
Consumers are getting smarter about what is good for
their bodies. They’re more educated and environmentally
conscious than ever before & no longer need Wikipedia to
define what gluten free means. Buying local produce and
“farm to table” are no longer foreign phrases; consumers
are starting to expect and even demand it.
Consumers are making more “non-meat choices”
without being aware of it. We actually realized it during
our certification process that our produce purchases far
exceeded our meats! Being “Certified Green” doesn’t
have to mean a farmer with a pitchfork image. It can still
be modern and fun, and is a rising trend today.
“Farm to Glass” Cocktails, Homemade Soda’s & Beauty Elixers
Look for “Farm to Glass” drinks, which incorporate only
freshly squeezed fruits and vegetables. We create herb
infused simple syrups from our own mini herb garden. It’s
blasphemous to use pre-made beverage mixers when
you can make homemade healthy versions in minutes
incorporating natural sweeteners such as honey and agave.
Some of our beverages are so natural and healthy that
It’s raining, you’ve had a long day at work, and your love
life is going downhill quickly. When you stumble home in the
evening, are you in the mood for something grandiose or
are you going to opt for the foods that make you feel warm
and happy inside?
“We are seeing upscale versions of
down scale food, with fresh twists on
old classics.”
The Five
Senses
Stella Ballarini continued:
Tapping into the DIY wave, garden fresh salad and herbs can be served potted for
guests to “harvest” for themselves. Each place setting can have garden gloves,
scissors and a watering can with vinaigrette. It’s a fun interactive experience.
Fresh is here to stay and is changing what we crave and savor. Comfort foods are
now becoming items that are fresh and healthy for your body.
they we actually market them as Beauty Elixirs. You can quench your thirst and
get pretty from the inside out! And homemade soda syrups are becoming more
popular than their less healthy commercial counterparts.
Adam Harriden
Jack Morton Worldwide
New York, Beijing, London &
14 other cities
Our industry would be wise to adopt this mode of thinking into
our live events. The goal should be that from the moment a
person is first invited to an event, through every event
element, and ending with the post-event communication,
the participant should feel the event host’s brand values
coming across to them in a coherent and logical manner.
Here are several ways smart planners can achieve this.
Think Different
Years of recession and too-tentative economic recovery
have made marketers risk-averse. Arguably, that’s helping
to fuel me-too-ism in the world of marketing and media,
from the sometimes unquestioning flight to social media
as the cure-all, to what feels like the millionth reality TV
show trotting out an idea we’ve seen before. But creating
an experience, at a very fundamental level, means
reinterpreting an interaction through your brand’s unique
lens. It’s the opposite of me-too-ism. So challenge yourself to
do something only your brand can do.
Brand to People, Not B2B or B2C
The people interacting with your brand don’t think of
themselves as a target. They don’t think of themselves as
“business to business” or “business to consumer”. They just
think of themselves as people. As a result, companies that
want to build a strong brand experience confidently blur
distinctions between B2B and B2C and recognize that what
really matters is connecting their brands to people. The best
B2B campaigns have more of the marketing savvy formerly
associated with consumer. The best B2C is more concerned
with engaging smaller, more defined communities, often
as influencers—traditional B2B territory. All start with a core
experience idea that transcends distinctions.
Leave No Touchpoint Behind
Any touchpoint, large or small, can become a brand
experience—good or bad. As a result, experience brands
should be detail-oriented to a fault. Think about utilizing as
Among the many things I admire about the late Steve
Jobs is the completeness of his vision for Apple. Apple shows
us how to deliver a holistic, end-to-end experience where
every single touch point and element exudes the
company’s DNA.
A Holistic
Approach
The Five
Senses
Adam Harriden continued:
Use New Technology Intelligently, or Not At All
Augmented reality, QR codes, controller-free interaction, near field
communication—these are all examples of recent innovations that can be used
to great impact at live events, but they can also be misused. If implemented,
they must have a clear purpose in supporting the event’s goals, and extending
the brand’s experience to the attendees. They must be non-intrusive, and be
intelligently and logically woven into the fabric of the overall experience. If not,
they risk appearing as gimmicks bolted onto the existing program for no apparent
reason, and detract from the broader objectives.
Real Social Isn’t Just Social Media
Social is at its best when it’s about engagement. Used right, social is a powerful
tool to sell products and ideas, service customers, and build the brand organically
and authentically. Social amplifies the experience to drive deeper relationships
between brands and people. If social media truly adds a layer to your experience,
many event elements as possible to convey your message and style. Examples
could include the font and design of guest name badges; staff attire; training
all staff on the event goals; layout and format of tables, chairs and room set up;
how food is chosen, displayed and served; etc. We already focus on things like
set design and slide templates, but we need to go further and reach into as many
corners of the event as possible.
“Challenge yourself to do
something only your brand can do.”
Adam Harriden continued:
Building better brand experiences allows companies to
elevate themselves to the next level of brand awareness
with consumers. Remembering that every customer can be
an advocate (or adversary) for brands, delivering on your
brand promise through multiple touchpoints and presenting
your brand in a unique, authentic way can set your brand
on the track to experience brand success.
then it should be used to provide relevant information
that encourages interactivity instead of simply pushing out
content via channels like Facebook and Twitter. If it does
not, however, don’t be afraid NOT to use it.
Pink Powered by Moss
New York, Chicago & Las Vegas
The innovative use of fabric in event design continues
to grow and astound. Driven by the demands of event
producers and their clients, the application of fabric as a
major decor element is now more sophisticated than ever.
With the growing need for planners to prove value and
demonstrate a return on investment for their events, fabric,
and décor in general, often need to serve more than just
a design purpose. They need to serve a functional need
as well. I see this trend continuing to evolve in the coming
years, as event designers broaden their focus to include
event items that are viewed as “need to have”.
It was with this mindset, for example, that we last year
developed our signature JuiceBar, an electrical power station
embedded in a sleek sculptural design for event attendees to
recharge their mobile devices. With a lightweight aluminum
internal skeleton for support, the JuiceBar is wrapped in a
tension fabric skin whose colors can easily be changed,
and with great surfaces for branding for the event host or
sponsors.
Design
Follows
Function
This is an example of utilitarian design that achieves more
than one function: it provides décor, as well as a functional
guest amenity. As such, it enables the end client to more
easily advocate for, and justify, the spend. It’s my prediction
that we will see more of this type of dual-usage décor in the
future.
Another example of a dual-usage design product is the EZInteractive display. Similar to the JuiceBar, we were looking
for a way to bring creative design to an event fixture that
already has a functional use. We focused on the flat screen
displays often used at events to showcase visual content
(slide shows of photos, videos, product info, etc.), and we
thought, ‘why should video monitors not have a visually
pleasing design element as well?
So we created the EZ-Interactive display, which is a thin vertical
unit with a flat screen monitor housed toward the top, and
8 motion sensitive buttons that each trigger different visual
content to play. And we design custom spandex sleeves that
zipper around the entire unit, which can be branded with a
client’s preferred colors, logos, and other messaging.
Debra Roth
“We will see more of this type of
dual-usage décor in the future.”
The Five
Senses
The use of fabric and design can likewise be extended to create mini pods,
semi-private meeting areas for use at trade shows and conferences. With the
‘hosted-buyer’ concept growing steadily at many industry conferences now, the
need arises for intimate areas for vendors and buyers to interact in privacy. This
is another area where clever design can serve both a functional and aesthetic
purpose.
In sum, a creative and experienced event designer can and should be able to
work with almost any type of palette, material or delivery vehicle. If we turn our
attention to the functional areas of events, we are far more likely to find clients
eager to justify the spend, and we make the event space more visually appealing
in the process.
Debra Roth continued:
King Dahl
MGM Resort Events
Las Vegas
What an exciting time to be an event designer! As we
head into 2012, new technologies, products, & materials,
are becoming available at a pace as never before. And
because there is so much to absorb and incorporate into
the field of event design & production, collaborating with a
myriad of specialists with my eyes, ears and mind open, has
been the biggest propellant in the evolution of my work.
As an event designer with a passion for creating unique and
engaging environments over the past 29 years, I often get
asked about trends in the industry. Interestingly, I deliberately
try to steer clear from following trends, per se. Or setting them,
for that matter. Do not misunderstand. I truly appreciate the
latest palette, textures, and design elements brought forth
from various arenas. But in my personal artistic journey, trends,
to me, seem a temporary manifestation of “what’s hot now”.
My focus is on design that transcends trendiness. I have
always preferred design elements that have an enduring
quality. I feel that over time, truly great artistic, architectural,
musical, and event design styles evolve at the hands of those
creating it. And the best design ideas get infused into events
and become almost indispensable.
While attempting to avoid dating myself, allow me to
elaborate on just a couple of ideas. I remember a time years
ago when I began using simple lounge furniture in events.
My clients thought it was the hippest trend imaginable!
Everybody started wanting lounge environments in
their events. And now, can you imagine anything more
common, yet enduring, useful, flexible, and stylish? Amazing
environments are regularly created within events thanks to
all of the wonderful furniture designers and suppliers that
have seized the opportunity to expand this aspect of event
design!
But not to be content, my colleagues and I at MGM Resorts
Events take the incorporation of furniture a step further in
our events. We continually design & build new and unusual
buffets and bars that augment the food service experience
for our guests. As the accompanying photos show, for us,
this concept goes far beyond the trend-setting light-up bars
and tables. Wonderful new food service concepts are in
development, but one thing is for sure…in our designs, long
gone are skirted banquet tables.
Consider, too, a time when pin-spotting dining tables was
Don’t be a
Trend Slave
“I deliberately try to steer clear from
following trends, per se. Or setting
them, for that matter”
The Five
Senses
King Dahl continued:
Personally, nothing makes me happier than collaborating with some of the
best LD’s and technical personnel in the industry, to constantly forge a guest
experience that is powerful, energetic, interactive, and unexpected! Beauty,
sophistication, and attention to the smallest details are always something I strive
for in my work. But it is the integration of all of the technical components, how the
entertainment is infused into the design and vice versa, and the interactivity that
has been at the forefront of my current work.
Space limitations prohibit me from expounding on all of the wonderful
components in event design thus far that have passed the test of time and been
elevated from trend to enduring design element. And the events I produce will
have to speak for me over time, to show what has staying power and what does
not. But I can say with unbridled enthusiasm, I truly look forward to continually
evolving as a designer in the diverse, exciting, and ever-changing world of special
event design!
the “now” thing to do. Yet another trend that has not only become a mainstay
of an event, but event lighting design has seen a dramatic evolution unlike any
other. It has grown from mere pin spots and par cans uplighting walls, to moving
intelligent lighting, through to today’s elaborate displays combining LED fixtures of
all sorts. Complex video content is used in hundreds of ways, and rock concertquality support can be created for entertainment components.
www.EventLeadershipInstitute.com

Event Design Trends to Look for in 2012 16 Influencers Weigh In

Transcription

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