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.

Step into Dream Worlds

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.

Sensory Experiences

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 F1 Design

A Window to Nostalgia

Immersive experiences give way to experience itself for it is a multi-sensory 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.

Art Deco Themed Party
The Little Treasured Toyshop by The Events Mill

Exceptional Design

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 are in the 1920s or in a grand ballroom in Venice, transported back in time. The difference lies within the design itself, the believability of the set design and authentic props from that era itself.

Winston Churchill Event

Be Authentic

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.

Technological Enhancements

Of course, there are many tools that can help you reach immersive qualities in your design. Technology, supported by augmented reality, is a great example of how you can easily transport the user into a new world, simply by wearing an oculus. The advancements in virtual world 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.

Physical Immersion

There are wonderful sensory theories which can add a whole other layer of curiosity and intrigue, again aiding the believability of your immersive experience.

We have had the pleasure of working for some global 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.

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.

Things To Consider When Party Planning

Top Art Deco Venues In London

When planning a wedding or event an Art Deco venue could be the perfect choice. Originating in France during the roaring 20s, and continuing until the Second World War, Art Decoratifs is a 20th Century art style that represented modernism in a new world. Everything from fashion to design adopted this style and it continues to influence today. The release of The Great Gatsby film in 2013 sparked resurgence for the era in which it is set and has become a popular wedding and party theme.Here are some of London’s top venues for Art Deco opulence:

Bloomsbury Ballroom located in Victoria House

Bloomsbury Ballroom set for a dinnerOriginally built in the 1920’s as office space, Victoria House is a Grade II listed, neoclassical, building situated on Bloomsbury Square with easy access to both the city and the west end. Located within the building is an original Art Deco ballroom, the Bloomsbury Ballroom which serves as an events space. Licensed for weddings it can accommodate anything from 50 to 300 people for a seated dinner through to 800 standing. Boasting high ceilings and oozing glamour this is the ultimate exclusive Art Deco venue.

Eltham Palace

Chairs set at Eltham PalaceBuilt in the 1930s on the site of the original fourteenth Century palace by wealthy American Stephen Courtauld, it is considered one of the most stunning examples of inner Art Deco. The circular panelled entrance hall with a striking glass dome makes for perfect ceremony space for up to 100 guests and the smaller drawing room painted orange makes a wonderful dining or adjoining reception area. However the crown jewel is the 200 capacity Great Hall mixing Medieval and Art Deco design that is truly unique to the eye. With 19 acres of beautiful gardens and reception rooms all leading onto the terrace this is the perfect venue for all seasons,where you can have an English country wedding with a London Post Code.

Hackney Town Hall

Hackney Town HallThis east London building is a wonderful example of Art Deco design, boasting an original staircase, marble fixtures and stunning chandeliers draping from the high ceilings. The Assembly Hall can accommodate 550 people standing or be split into three smaller rooms and the Civic Suite, used for marriage ceremonies, can seat up to 100. Venues do not come much grander than this multi-functional space.

Freemasons’ Hall

The outside of Freemasons' HallOriginally built as a space for Masonic events as well as concerts and balls it became an important venue and social space. It was subsequently rebuilt between 1927 and 1933 to commemorate the Freemasons who died during the First World War and is one of the few buildings in London still used for its original purpose. Grade II listed, both internally and externally, and with an enviable Covent Garden location, Feemasons’ Hall is one of the most in demand venues for film premieres, opening night parties for West End Shows, fashion shows, award ceremonies, concerts, product launches and press conferences. Accommodating receptions of up to 1,200 people and dinners from 25 to 250 the space is perfect for both small and large events. Freemasons’ Hall is arguably one of the finest examples of Art Deco design in not only in the UK but in Europe.

Banking Hall

Dinner at Banking HallThe Grade II listed main hall was designed in the 1930’s and is full of Art Deco opulence and glamour. Its city location makes it the ideal venue for corporate parties and product launches. Its view of the Bank of England makes it the perfect backdrop for wedding photos. Whether hosting an event for up to 180 people cabaret style or a stand up reception for up to 620 this is a venue that should not be missed.

Senate House

Senate House Inside and OutsideBuilt in Bloomsbury for the University of London in 1936 it was a modern campus designed to rival any other in both design and technology. Senate House has gone on to become the ultimate party venue hosting everything from dinner dances to elegant Art Deco style banquets to match the building and interiors style and opulence. With four unique halls, and various indoor and outdoor spaces, Senate House is one of the most versatile venues to grace London.We would love to hear from you if you are considering planning an event in London – we offer a free venue finding service and can take care of every little detail for you. Get in touch by calling 0207 207 7698 or email info@18.134.217.114.Written by Sarah Guthrie, for and on behalf of The Events Mill

Image credits: Bloomsbury Ballroom, Eltham Palace, Hackney Town Hall, Freemasons’ Hall, Banking Hall, Senate House

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