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Event Design W3

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by

Svetlana Chebysheva

on 7 October 2016

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Transcript of Event Design W3

Event Manager is a designer
How experiences are formed?
Event Design
Week 3

What is Design?
Unforgettable experience
WoW- Factor
Imagineering
Creativity
Last week we established:
That Design is the creation of a plan...
Event Managers are the event designers
All experiences within event environments are purposefully designed.
Staging experiences is not ONLY about entertaining customers it is about ENGAGING them!




As an Event Manager you want your guest to be immersed at your Event and have memorable and unforgettable experience.....

How can we achieve that?
But first:

What is an event experience?
- where customers do not directly affect or influence the event.

-Example: Watching a show or a performance
-Becoming physically a part of the experience itself.
Guests immerse themselves in an event, however
have a little or no effect on it.

Example: visiting and Art Exhibition or Museum
Just to be there!
Is occupying a person'
attention by bringing the
experience to mind
When they passively absorb the experiences through their senses
Generally when viewing performance, listening to the music .
-In this case customers personally affect the event that yields the experience.
Example: At some Events: everyone can be a DJ- with their (I-Phone-I-pod)
Escapist experiences are total opposites of pure entertainment the guest of the escapist experience is completely immersed in it.

Examples: theme parks, paintball game, the guest being a DJ, guests involved in the performance during the event.

Experience Realm
by Pine&Gilmore (1999)
This is an old model from (1999), however still relevant.

It is a great tool to design your experience!

An experience may engage guests on any number of dimensions, consider the two of the most important:
1. Horizontal- Level of guest participation.
2. Vertical- describes the kind of connection that unites customers with the event.

Example: the guest being a DJ for a moment is
completely immersed in the experience!


You want your guests to be immersed!
Example: Just watching a DJ and performance acts, not dancing just observing from the side.
Experience Realm
-Similar to entertainment as the guests are absorbing
-However it involves the active participation to truly
inform a person and increase his knowledge or skill.
Example: Cooking events, lectures.
BREADTH
DURATION
TRIGGERS
SIGNIFICANCE
INTENSITY
Experience components
INTERACTION
BREADTH
Brand
Service
Product
Environment/Space
Price
TRIGGERS
Every censorial decision is a trigger:
color, texture, smell, taste, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc..

INTENSITY
REFLEX HABIT ENGAGEMENT
INTERACTION
PASSIVE?

ACTIVE?
DURATION
Continuation
Immersion
SIGNIFICANCE
Meaning
Status/Identity
Emotion
Lifestyle
Does this do what I need?
At a price that's worth it?
How does it make me feel?
Is this me?
Does this fit into my world?
Is it meaningful to me?
Customer thoughts:
The most successful experiences are meaningful
Meaning is more valuable than price and performance
Meaningful experience lasts longer than emotions
Meaning transcends values

Meaning is personal
Meaning is the deepest connection you can make with a customer/audience
You need to know your target and what do they value in life?!
All design is the process of evoking meaning....
Experience Realm
Experience Realm
Experience Realm
Did I forget about time cause I am having fun?
All design is the process of making experiences......so meaningful experiences...
Everything we create is an experience!
BUT

You must understand and articulate the objectives – -What kind of experience do I want my customers to have?
-How do I want them to respond?
-What are the values of my customers?
-And how can I deliver an event in relation to that?
CREATE FLOW

Flow is the sense of effortless action of a core experience, described by many people as the moments that stand out as the best in their lives, moments of powerful concentration and deep enjoyment. Athletes refer to it as "being in the zone," mystics and lovers call it "ecstasy," artists call it "aesthetic rapture."
FLOW
-Flow is the same as a positive Event experience

-Flow is possible when at least 4 of the characteristics of a meaningful experience are recognized - experiential tools


Experiential Tools
Storytelling?
Theme ?
Play and Animation?
Activate all senses?
Activity domains?
Experience domains?
Co-creation?

Brunches around the world/ they sale experience
How do they use all the ingredients to create an experience for its guests?
Amsterdam/LA/San Francisco/Dubai/Istanbul
Supperclub Values
SC-is non traditional
SC-is exploring the opportunities of pushing back the boundaries
SC-gives people food for thought and tries to make them think in SC way
SC-provides surprises and make people experience things they can't place immediately.
SC-thinks global, one mind over the whole world
SC-tickles and stimulates all senses with everything
SC-management behaves like a parent, not like a boss
Each night at SC is a unique blend of the 7 pillars that build the SC brand. Only when all 7 pillars have been applied can we provide the unique and captivating SC experience that we are famed for across the globe
Food & Drinks
Dinner at supper club is all night experience. There is only a fixed menu and its a
secret what will be served
/ it must be a surprise for guests. The presentation of the food is piece of art. To stimulate all senses to remain the status" I have never done this before"
Examples:
- Dinner is served on a surgeon- scale
with rubber glove to eat with
- A safety pin through a piece of
meat/ to make a guest wonder


Creative approach

Theme: Halloween

Theme: Back to 30.000bc (Cave men)

Beet root jelly cubes with cream bouillon

Creme of carrots with white chocolate sour creme and coco blow on the side

Poached egg with Serrano ham and coleslaw

Flowerpot with tulip, smoked eel and trout mousse with cucumber jelly and a crostini

Grilled rib eye with mashed potato, coleslaw and jus de veau

Ceasar a la supperclub: Deep fried chicken, bacon bits, egg, parmesan cheese, tomato, chives and baby romaine

Valentine's -struck by chocolate- dessert: Chocolate tiramisu with pure chocolate sorbet, white chocolate mousse, red chocolate curls, almond crunch and strawberry coulis

Risotto of red beets with deep fried gamba's, chocolate and red pepper oil and green salad

Parfait of avocado and coconut with spicy mango coulis and curls of red chocolate

More extreme serving

Tomato lemongrass broth with shi take mushrooms, bean sprouts and koriander

Risotto with green peas, poached egg and oil of Chorizo

Sweetbread with green asparagus, Jerusalem artichoke and a clove and apple reduction

Pumpkin soup with goat cheese, walnuts and chervil

Baked fillet of gurnard with celeriac-vanilla creme, a coulis of red pepper. red cabbage and beurre blanc

White chocolate and goat cheese bavarois with honey-port and raisin dressing and a walnut crunch

Marinated tempura chicken with chives and sesame, a lime sorbet cocktail and chili figs

Art
Art at SC is something that's never seen anywhere else before, especially developed and made and produced on the spot by different artist and customers
Creative approach

Exercise

Tomato lemongrass broth with shi take mushrooms, bean sprouts and koriander

Beet root jelly cubes with cream bouillon

Poached egg with Serrano ham and coleslaw

Flowerpot with tulip, smoked eel and trout mousse with cucumber jelly and a crostini

Sweetbread with green asparagus, Jerusalem artichoke and a clove and apple reduction

Grilled rib eye with mashed potato, coleslaw and jus de veau

Pumpkin soup with goat cheese, walnuts and chervil

Ceasar a la supperclub: Deep fried chicken, bacon bits, egg, parmesan cheese, tomato, chives and baby romaine

Valentine's -struck by chocolate- dessert: Chocolate tiramisu with pure chocolate sorbet, white chocolate mousse, red chocolate curls, almond crunch and strawberry coulis

White chocolate and goat cheese bavarois with honey-port and raisin dressing and a walnut crunch

Parfait of avocado and coconut with spicy mango coulis and curls of red chocolate

Theme: Back to 30.000bc (Cave men)

Creme of carrots with white chocolate sour creme and coco blow on the side

Risotto with green peas, poached egg and oil of Chorizo

Baked fillet of gurnard with celeriac-vanilla creme, a coulis of red pepper. red cabbage and beurre blanc

Risotto of red beets with deep fried gamba's, chocolate and red pepper oil and green salad

Marinated tempura chicken with chives and sesame, a lime sorbet cocktail and chili figs

Theme: Halloween

Music
Music accompanies the food, art and the performances and guides the guests through the night. The DJ feels the guests and plays with their moods and feelings. DJ's dont dominate!!!

DJ and VJ joint sources!!!
Performances
Visuals are not just a film, they accompany the music, the food, the art and performances it guides the guests through the night.
Visuals
A performance at SC is never shown anywhere before
It is not a film on a background, the visuals accompany the music, the food the art the performance
Entourage

Be creative and play with different rooms
Focus on details
Always put on moving theater lights and pin spot for a three dimensional effect.
Staff
Give staff freedom to perform and be themselves!
Questions?
Seminar activity
Imagining that you were a small designed object, that will be discovered in the future by an archaeologists.

So your task is to select or create an abject (ARTTIFACT) that will communicate the following information to that person without written or audio support.

By this exercise you will develop:

-Your ability to utilize and apply your imagination
-Your ability to apply metaphor, symbolism to express a complex concept.
-Your ability to summarize and verbally present a succinct review.

Brief

1. The local art museum foundation wants a fund-raising gala for 300 patrons held in the sculpture garden on the grounds of the museum.

2. A couple wants their wedding on a remote tropical island, and they will be inviting 100 of their family and friends to this three-¬day celebration.

3.A pharmaceutical company exhibiting at a medical convention trade show in your city wants to host an off-site evening hospitality reception for 200 of their best customers, featuring a theme that celebrates the local culture.
Seminar Activity
Anatomy of an event
Activity based around:

Atmosphere, anticipation, arrival, appetite, activity, amenities.
Complete the following activity.

Each dimension of the event experience is crafted to support the whole and designed to meet the needs, wants, and expectations of the consumer.

Design an event, incorporating the six critical dimensions of an event experience.
Atmosphere, anticipation, arrival, appetite, activity, amenities.

Use Pine and Gilmore Experience Realms!!!!!


Rough Outline
1
.Introduction
- what venue was chosen and what type of experience is being created for what type of audiences.

2.
Type of Venue
- (suitability, access, design ellements for the overall experience)
2.1 Suitability and Access
2.2.
Design and experience

3.
Staffing
- the role of event staff in the succesful staging of the event

4.
Event Marketing

5.
Hospitality production
-
catering, creative approach in line with experience
, contracts considerations. (technical and visual)

6.
Technical prodution-
technical rider considerations
Get in the same color groups according to BSR

Create meaningful and memorable or transforming experience to another color group by use of the theories discussed earlier in class.

Pitch!

Feedback

30 min


Full transcript