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Jul28

The Future of Event Design – How a Space Feels Transcends How it Looks

This blog post is a part of Blogging Competition organized by CGTrader. https://www.cgtrader.com/blogging-contest

Who, what, why, when and where – the critical questions we are programmed to ask when searching for answers. Much like the real world the same is true in the world of designing events. ‘What would you like the room to look like? When are your guests in the space? Where in the hotel will you be hosting the reception?’

These questions may not bring originality or personality to the event, and yes, they will still produce a successful event; but events shouldn’t be treated as a mass-produced product. Certainly, these are all legitimate questions to ask, but as events evolve and as the market grows more and more competitive we, as designers, have to ask more, dig deeper and really search to find what will make the client’s event singular, distinct and personal. There is something to be said about the design of an event – it is art. Event design can be just as creative and expressive as fine art. Great event design is a conversation.

For me, I’ve found that the best way to have a client describe their wishes is to use their words, adjectives, specifically. The future of design is less about what does it look like and more about ‘how does it make my guests feel?’

Comfortable, cozy, intimate, and inviting – just a few examples of some words my client may feed me. With that I have quite a large idea of what this event should look like all from these (4) short words. How? Because events are designed around so many principles and elements of design and how we choose to define, accent or use them is what will evoke the feelings we are trying to achieve.

Space – Space is quite obviously the area of the room, but I have the power to define the boundaries and state the limits in any given space to evoke a specific feeling. My client wants intimate, I immediately know I may need to “bend the rules” of space and manipulate these measurements.

Color – This one is usually very obvious, and most people may instantly develop a color palette for their event. The truth of the matter is that color is extremely complex and experimentation with this can be fun but certainly requires confidence. Challenge the norm. With color, I can instantly change the perception of any object’s shape, size, or location in the space throughout the event.

Texture – I’m not going to suggest my modern white leather furniture for this event. Plain and simple. That is not going to suggest any feelings of comfort for my client or for their guests. But a richly soft velvet sofa will invite guests to gather and absorb all of its coziness. When applicable layer textiles for softness – area rugs, additional throw blankets, pillows, etc. all infuse color, pattern and texture and these specifics of what they are made of, their size, their color, etc. will help translate the feeling that we want to accomplish.

There are so many other elements – pattern, balance, repetition, proportion, scale, etc. I really could go on, but if we challenge our minds to consider all of these facets and how they can provoke an emotional experience, we can go beyond just a visual experience for our clients. It is important to understand the design tools at our disposal and how to apply them. Event design will become a language that now reflects the uniqueness of any of our clients. It tells a story about them and about us.

-Mandy Autry, Senior Event Designer

Here are just two examples of pieces pulled to assist in conveying some of the feelings a client may request. How would you describe these looks? Do these mood boards present you with any specific emotions or feelings?

Posted in blog Mandy

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