Event Concepts
Event Concept Design Cyprus | Events Lab
The interesting part of any brief is the part that looks impossible.
There was no room, so we built one.
One of the world’s largest coffee companies came to us with a problem that had nothing to do with an event. Their coffee master wanted to prove to a room of people that taste is mostly smell, and that without it there is very little left. So the room had to do the proving. We built it in the foyer of the conference centre. Forty square metres. Black walls, black ceiling, black floor, so that the only things carrying light were the coffee, the packaging and the machines. Leather and velvet. Lounge music. The aroma engineered into the air rather than left to the cups. One window, and through it Fifth Avenue at night, moving, filmed from a Manhattan penthouse and bought for the purpose. It stood for three days and came down on the fourth.
A Cyprus company had its 80th year coming. We did not propose a dinner. We proposed eighty of them: eighty separate acts across the whole year, each carrying the same line. This is part of our 80th year. Books given to a library on international reading day. Barbecues for the neighbourhood, with the company’s own management at the grill. Basketball equipment installed in a public park. The dinner on the day itself was the eightieth item, not the point of it. We came to the first meeting with a hundred ideas so the client could choose eighty. The choosing was theirs. The hundred was ours.
What a concept has turned out to be
A black room built in a foyer, so a coffee master could prove a point about smell.
Eighty acts across a year, so an anniversary was lived rather than announced.
A five-star suite in a snowed Swedish forest in February, heated, with the race running on a screen.
One conference where fourteen people each saw only the part of 1,500 participants’ answers that concerned them. The transfer company never saw a fleece size. What had changed since they last looked was in red.
None of them was on a list of services.
A milestone year. A gala dinner, an award ceremony, a product launch, a VIP reception, or something that runs longer than one evening. A single night and a whole year start with the same question.
Tell us what you are marking, and roughly when, and we’ll come back with something worth reading.
