JULY/AUGUST | TRENDING
over and considered.
“To enable this level of focus
we take a holistic approach to
design and ensure it seamlessly
fi ts into the environment and tier
of off er. For instance, the interior
colours and wallpaper designs are
refl ected in staff uniforms, music
is specifi cally chosen to fi t the
mood of the room, carpet depth
is reviewed, even the ribbon tied
around the napkins is a bespoke
design.“
Considering the location’s rules
is also important to strike the right
balance with stakeholder, Gratwick
continues.
“A tournament of this stature
requires meticulous planning.
The Queen’s Club is not only
the backdrop to the Fever-Tree
Championships, it’s a year-round
members club and therefore we
need to minimise disruption in the
build up to the tournament.
“We need to consider the club’s
members and the residents to
ensure deliveries and noise is
kept to a minimum, this alone
takes signifi cant planning and
cooperation from partners and
suppliers to achieve.”
“Like all of our events we
adopt a customer fi rst strategy
which starts by gleaning the all-
important feedback.
“And with 8,000 diff erent needs
to meet its imperative we ask our
guests what they’d like next year.
The Fever-Tree Championships
genuinely is 365 days in planning.”
Venues too must think from a
brand perspective. Rhian Pressley,
Royal Horticultural Halls says
production companies and agents
too often come with briefs without
giving the brand away or a brand
might approach RHH with their
own production company, which
the organisation is fl exible with,
unlike many other listed buildings.
“We send out a detailed
information manual prior to the
site meeting so they have a good
understanding of the possibilities
before they get there and CAD
plans.
“On site we can show them how
branding ideas work introducing
Ficklestix and Vinyl Impression
and their ideas on an iPad.
“Branding and decor is pretty
Above, left-right: Nick Gratwick;
Rhian Pressley; the Fever-Tree
Championships
much limitless as we can use the
entire space from ceiling to fl oor.
We also have a section of truss and
eight truss motors giving infi nite
sound lighting possibilities too.
Lamborghini used this to full eff ect
at the Urus launch and soon we’re
about to suspend a greenhouse
from the ceiling for a major luxury
brand. The world is your oyster at
the Halls, we can do pretty much
anything.”
Once installed, the ‘engagement
factor’ is all down to the
intereptation of the brand’s vision.
And this is high-pressure territory,
says Madeley.
“The average attention span is
only around eight seconds; sadly
that’s even shorter than a goldfi sh.
“So we need to captivate
the audience within the fi rst 8
seconds - keep it simple, to the
point and don’t over complicate
the experience. Once they are
interested we have 10 minutes
before they are off again.”
Creativity is key however. “There
is a lot on the line for brands and as
a clever young man once said – ‘the
biggest risk, is not taking any risk’.
So it is our job to show our clients
how 4D is what 2D used to be.”
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