The Man with the Child in His Eyes. With Kate Bush's recent regain in popularity it seems only appropriate for us to base this month’s journal post on one of our favourites from her career.
The beautiful, poignant line speaks to us on many levels and actually reminds us of why, here at The Events Mill, through the intensity and labour, we love what we do and wouldn’t change it for the world.
We had the recent pleasure of working with a splendid couple in being able to realise their dream of hosting a three-day party for friends and family to commemorate their marriage, all set amongst a stunning, quintessentially-English backdrop.
From our point of view, this event was particularly wonderful purely because of the wide range in guest ages; those invited included toddlers, teenagers, and adults. Whilst this can present challenges, we saw it as a great opportunity for us to carefully design and curate a programme of experiences intended on bringing all together, yet one that would maintain the kind of sophistication and elegance synonymous with an Events Mill party. Think for example a quasi-Victorian carnival complete with entertainers, an Ernest Hemingway inspired lounge and bar, as well as a fantastical, chandelier-lit ‘bringing the inside out’ dinner under the stars.
Fundamentally, at a party such as this, we want to incite fun in everybody and it offers us one of the greatest rewards bearing witness to the inherent child being brought out in adults. Upon starting any new project, we are at the same time readily accepting this duty; of drawing our hard-working professionals out of what could be stress or mundanity of their jobs, out of societal conventions and into a world of pure imagination where every potential concern is relieved.
We understand however, getting this child within the eye to flicker isn’t always the easiest thing to pull off. We’ve all found ourselves in a similar scenario whereby an entertainer will outstretch their hand to entice us up into doing something only to reluctantly decline. This is why we see it somewhat of an art; to avoid the contrived and incorporate such elements more subtly.
Of course, alcohol helps! Cocktails certainly play an important role in getting things going. But there are other tools and techniques, we like to believe are a little more complex which can be employed. It’s necessary to ensure that guests feel a sense of safety within the given environment, this is why The Events Mill prides itself on the professionalism with which our services are conducted.
Slightly less obvious is the very role of a ‘set’. A set by nature delineates a boundary separating the immersive world which is to be discovered inside, and anything one wishes to leave behind, out. A set also provides a context, so for instance one would be more willing to accept the offer of having their face painted within a whimsical place of hobbit houses and acrobats. It follows that the more immersive the set, the easier it is for a guest to embrace being there.
Another factor which ought to be considered is the balance of ‘adultness’. Whether it be daytime activities (adventure races, go-karting, outdoor games) or on a much minor scale; something such as a saturated colour palette — these offer a good opportunity to subsequently counter-balance by creating an experience or detail which is more sophisticated. Refinement, though, doesn’t necessarily have to mean dispensing with all fantasy; just that it should be tuned differently.
This leads us on to our final point; that of the sensual within parties. It goes without saying that the degree of this should be tailored to every respective client’s taste but the sensual can be an effective way to bring more fun into an otherwise standard ball.
Babooshka, Babooshka there we have it; some insight into how we at The Events Mill approach planning a party that must cater to a variety of guests and some tips on how to bring those inner children to the surface. Let’s all remember the importance of leisure time, particularly now that Summer has well and truly commenced.
What is an immersive experience?
The definition, as recorded on Dictionary.com, is:
Noting or relating to digital technology or images that actively engage one's senses and may create an altered mental state.
For us the word immersive means so much more than this definition allows. It is the essence of our work and lies at the heart of everything we do. For us, immersive experiences are the past, present and future of design, and we have embraced this movement wholeheartedly. Creating an immersive experience supports the notion of storytelling in its most basic form, for every story should be believable regardless of how fantastical it may sound. Immersive design transports you from a pane of reality to a pane of another life, giving the opportunity to leave one’s persona at the door and to step into an alternative world.
Immersive experiences can be long, short, complex or simple. They can throw you about, turn you upside down, make you see double or give you absolute clarity. An immersive world can trick the senses, bewitch the mind and summon emotions. Nostalgia is its best friend, calling upon memories that create new sensations.
Immersive experiences give way to experience itself for it is a multisensory adventure that takes you somewhere you’ve never been before, traversing time and space. A window into times gone by, times that are and times that will be.
Any design can benefit from having a theme, especially when creating experience design, but there is a huge difference between referencing an era or tokenising a movement from the past – such as Art Deco or Masquerade – where props are used and matched with lighting as well as well-known design references, compared to a truly believable interpretation where you actually feel like you have transported back in time.
The difference lies within the design itself, the believability of the set design and authentic props from that era itself. Of course, the best starting point is discovering your location and choosing an authentic Gatsby-like party venue - the top pick of Art Deco venues in London is going to be a great place to start on your journey.
You can choose to give a glimpse into the design, perhaps by simply having flapper dancers wondering around the room with huge feather props, or you could choose to disregard the clichéd expectations and showcase the real spirit of a 1920s cocktail party, with pieces from the era itself. By widening your search, you will easily find that there are suppliers who offer this authenticity, which ensures your design will be immersive because it is a real time-capsule and not a clichéd reproduction.
Of course, there are many tools that can help you reach immersive qualities in your design. Augmented Reality Technology, is a great example of how you can easily transport the user into a new world, simply by wearing an oculus (augmented reality glasses). The advancements in virtual world technology and smart glasses technology are entirely believable, often used as a tool to convey ideas, sell concepts and enhance gamification experiences. We live in a world of instant gratification and this immediate transportation appeals to our insatiable demand for new discoveries.
Creating a physical world that is believable requires a different type of thought and careful planning. Set design has always been a fantastic way to portray different eras and to convey aesthetic detail, reliant on our hand skills to make each design beautiful and realistic. The added advantage of technologies such as CNC cutting and engraving means that design can be enhanced with detail and motifs authentically sourced from history, applied in a contemporary way.
There are wonderful sensory theories which can add a whole other layer of curiosity and intrigue, again aiding the believability of your immersive experience.
Specialist CNC laser cutting suppliers are available to help add design variety. By including this type of detail more authenticity can be reached within a theme and more textural variety can be established, thus establishing more immersion. The example here shows a design we produced where we wanted to extend the library in the background but to add unique design detail and apply these bespoke panels, thus mimicking the surroundings and creating a seamless blended design. By doing this, as designers, we are able to work in Grade 1 listed venues where we are tasked in working in prestigious, protected environments.
It is also important, when planning an immersive experience or a multi-sensory event, to consider how each of the senses will be tapped into throughout your experience; multi sensory experiences are joyful (and incredibly popular) for the audience because the impact of the senses can be overwhelming, triggering and emotional. It’s not enough to just have a visually stimulating set design (or even something as simple as a multi-sensory experience room or multisensory escape room), but to consider olfactory sensations, taste experiences and textural variation.
For example, frequency can alter our taste buds and if served with champagne can make the beverage taste sweet or bitter, depending on how high or low the frequency being heard is. There are wonderful sensory theories which can add a whole other layer of curiosity and intrigue, again aiding the believability of your immersive experience.
Furthermore, smokes, spritzes, scents, oils, atomisers and natural habitat can offer curiosity to menu design; play with nature to provide bountiful sensory enhancement.
So, whilst it is critical to consider the senses when producing gastronomy - sight, sound, smell, taste, and touch - also consider elevations and enhancements, because the human capacity to remain curios and new specialist fields of neuroscience and cognitive psychology have offered new perspectives of understanding of what happens in our brains when other senses and experiences are stimulated.
And it's these discoveries which have seen the impact of a brand loyalty increase by 30% when more than one sense is engaged and a massive 70% when three senses are tapped into. Simply put, your experiences must be multi-sensory if you want to engage and build customer loyalty.
We have produced the best immersive experiences in London (such as Come To Bed at The Savoy, an immersive theatre London extravaganza never seen before (see below or the case study here) but we have also had the pleasure of producing work for some of the worlds leading brands who see the value of multi-sensory, immersive branding experiences. Creating an authentic link that transports customers into the product itself, thus creating a unique and entirely personal attachment ensures that each experience, and therefore the links to their specific product, can be sustained as a memory which made an impact in that moment. So, Immersive experiences UK or the world? We can help!
Immersive experiences offer so much more than a glimpse into something; you are literally thrust into the narrative and left there to explore in your own time, and when you remerge, your life and perception will have changed. It's what we specialise in and what we love to do. This type of design is the future, especially for brands telling a story.
For advice about where to start on your journey to produce an immersive design or if you have an idea you would like to discuss then we'd love to hear from you. Call 0203 723 0195 or email us at firstname.lastname@example.org
Christopher is one of the most talented individuals I’ve worked with, creativity flows through every inch. He’s incredibly engaging and intuitively captures the brief to create genuine magic.