Putting the design into events

Experiential is the buzz word of today’s events industry; the idea of crafting environments where guests are immersed into a story to heighten the event experience. Behind these stories, however, is a whole wealth of design techniques carefully crafted, planned and executed by professional event designers.

Based near Winchester in Hampshire, Amber Webster, from PARADE Events is an event producer specialising in luxury events for private clients, companies and venues:

“Today’s lives are often rushed, hectic and transient. When we do manage to find the time to attend work events and social parties, a sense of transportation is needed to free us from the day’s pressures.

“With structured theming, styling and storytelling we can guide guests through amazing experiences and really create lasting memories- all through professional event design.”

Sourcing inspiration from the respected industries of interior design, fashion and art direction, PARADE uses similar techniques when designing events for their clients. Colour analysis, composition, storytelling, menu design and creative styling are all behind-the-scenes elements used to create inspirational concept boards for clients before a comprehensive event plan is developed.

PARADE also runs interactive workshops and masterclasses throughout the South Coast, sharing their knowledge and principles of event design as well as luxury weddings. One of their 2017 stops is the Ted Baker designed ‘Hilton Bournemouth’ which was launched just last year, making it the perfect design-led backdrop for the classes.

The workshops go behind the scenes in luxury events to kick-start creativity and help anyone plan their perfect celebration, party, corporate event or wedding. Delegates will have the opportunity to take part in a concept design workshop to develop sample event moodboards and will have the chance to become a wedding stylist for the day with a hands-on décor styling session using professional props and expert tips.

“The opportunity to become ‘host’ can be intimidating and pressurised for many but with help from specialists, it can be a piece of cake!”

The courses touch on all the elements of professional event design including the practical timing and preparation elements, as well as visual styling and composition techniques. All delegates will receive a little black book-style toolkit on how to create the perfect celebration, packed advice, check lists, techniques and DIY tips to take away.

An advocate for the growing industry, PARADE was created in a bid to share excellence in the events and hospitality industry and to showcase how professionalism, along with strategic planning and design, can elevate experiences for both the organiser and their guests.

“Respect for the events industry is growing more and more each year and with the integration of professional event design techniques which play on the principles of traditional design, events are gaining structure and purpose for the host, but also experience and memories for the guest” adds Amber.

For more information on our event design services or workshops and masterclasses, please contact hello@parade-events.com