Events in the business sector are more than just "meetings" with presentations, catering and entertainment. A real event is characterized by its very special look & feel, its atmosphere and its experiential value. The successful composition of various scenic means turns a "standard event" into an "unforgettable event". Therefore four "I "s are especially important.
The Event designers Daniel Bandke and Hajo Rehm from the German event agency "Studio Eigengrau" explain which 4 "I "s make every event unique and unforgettable. These are: Infotainment, Immersion, Innovation and Interaction. Numerous successful events have already been visualized and implemented by Studio Eigengrau based on these 4 success factors.
According to the experts, successful event design is "the art of inspiring conservative and progressive people at the same time." In this article, the two event designers explain what is particularly important about the 4 "I-factors":
1. Infotainment
The aim is to convey information and arouse emotions by means of a perfectly designed multisensory presentation. Infotainment is the best way to convey information and brand messages to the audience.
2. Immersion
The aim is to make the participants part of the story. When they sit in the middle of the scene, they experience the story behind it much more consciously. In one event production, for example, Studio Eigengrau used LED wristbands that were synchronized with the video animation on stage. Each visitor was thus physically and visually immersed in the scene.
3. Innovation
The aim is to surprise the audience with innovative designs and experiences. In the planning phase of an event, an event designer must always ask him/herself the question: What have the participants not yet seen or experienced? For a major sales event, for example, Studio Eigengrau designed a circus world with a matching stage set, sound design and video animations. All graphic means were coordinated with this, such as the flags in front of the tent, lanyards in the shape of candy canes – and even the tickets were designed as personalized gingerbread hearts made of sugar.
4. Interaction
A successful event design is always about activating the 5 senses and taking people along. In the events planned by Studio Eigengrau, different scenic means always form a unity. One business conference, for example, was themed "Space Mission" (see picture). The Zeiss Planetarium in Berlin, where the business event took place, became a spaceport, where attendees were taken on a futuristic journey in 360-degree fulldome format with matching Dolby surround sound and a look & feel that was implemented down to the smallest detail like branded pencils.
Hajo Rehm explains what else is important besides the 4 "I": it’s the communication behind the scenes. Only a good team communication ensures that all necessary processes run smoothly.
The next two major projects of Studio Eigengrau are already in the pipeline (in collaboration with the artists' collective "Phase7", Berlin): 1. the staging of the launch of the new cruise liner AIDAcosma, and 2. the motion design of all opening ceremonies for the Special Olympics 2022 and 2023 in Berlin.
Cover image: Under the motto "We are the astranauts", Studio Eigengrau visually staged the sales conference of its client Santis at the Zeiss Planetarium Berlin as a space mission. (Photo: Florian Trettenbach)
Related topics:
Event design, event planning, staging, scenic means, music, sound, decoration, event tech, technology, digitalization, event conception, enthusiasm, visitor experiences, experiential value, look & feel, visitor integration, events, business events, corporate events
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