The Sleek Journal: September Edition
We’re steamrolling into September with our latest edition of the Sleek Journal, our digital release where we share everything that excites us in the world of events and experiences.
This month, we look into the future of visual storytelling through phase-based experiences. And, we look back into the golden age of motoring to see what lessons we can pull from it. Oh, and we PIVOT! for a nostalgic, immersive experience that’ll reunite you with some old friends.
If you think all of this is as cool as we do, and you’d like some cutting-edge experiential marketing for your own brand, give us a shout.
Photo Credit: Canva
Canva: Redesigning the Keynote
Canva has brought creativity to oh-so-many projects that needed sprucing up. But, the brand isn’t satisfied with just the digital world.
With its latest keynote at YouTube Theatre in California, the brand took the traditional keynote and turned it into an extravaganza with a festival feel. With over 50 speakers across three stages, the brand delivered exciting content about the potential of the Canva platform alongside interactive content and photo opportunities.
By opening this event to the public, what would have been an internal event became an engaging, external-facing production. And, by ramping up the fun factor with highly Instagrammable features, Canva increased reach through social sharing.
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Photo Credit: Event Marketer
Light at the End (and Beginning, and Middle) of the Tunnel: Storytelling in Stages
Visual storytelling might have worked with a single screen in the past. But, as marketing evolves, we’re seeing a better way to introduce an audience to the funnel: the tunnel.
Brands are increasingly leveraging visual tunnels as tools for storytelling. This is because, unlike a screen which is immediate and in competition with stimulants around it, a tunnel allows the story to unfold in stages, ensuring greater levels of engagement and immersion.
Brands like Mastercard, Samsung, Hyundai, and LG are seeing great success with audio/visual tunnels, and we’re sure this is just the beginning of an exciting new wave of visual storytelling.
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Goodwood Revival: The Most Immersive Historic Motor Race, Period
In a world where there’s all too much single-use wastage, the Goodwood Revival offers an important message: Revive and Thrive.
This historic race meeting is encouraging people to rethink, repair, and re-wear. Not only does this event celebrate iconic cars, it also brings vintage fashion to the forefront. In fact, it is the only motor event to be staged entirely in a period theme.
While the roar of petrol engines might be less common in the new age of electric, their era can certainly teach us a thing or two about sustainability in that the craftsmanship of the cars and clothes was definitive. These items were built to last.
This is the spirit of this year’s Goodwood Revival. The vehicles, scenery, and fashion all create a sense of immersion that is highly memorable - all the better to drive the theme of Revive and Thrive home.
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Photo Credit: Jonathan E Jackson/NHMLondon/PA
Inspiring Evolution: What Events Can Learn From the Natural History Museum’s New Garden
The new garden at the Natural History Museum in London was created to move attendees through time. But, it might be doing it in more ways than one. Let’s explain…
This garden is part of the museum’s redesign plan and was created as a queue area that also walks attendees through the evolution of the natural planet, allowing queueing guests to experience the prehistoric periods in stages. The garden goes from the swampy mosses of the early world through lush forests and then introduces savannahs, flowers, and woodlands.
While the aim of this garden is education, its stage-based storytelling is exceptionally useful in driving engagement. Avoiding overloading attendees with information all in one dose, it instead takes them on a journey that keeps them interested but also wanting more.
This is an evolution we’re seeing in the events sector. And, since its applications go far beyond dinosaurs, its effects could be… (prehistoric pun incoming)... meteoric.
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Photo Credit: Concours of Elegance
Concours of Elegance: A Tasteful Drive Down Memory Lane
While we tend towards innovation in the events industry, there’s nothing wrong with a glance in the rearview mirror every now and then. Especially when what’s behind looks this good!
The Concours of Elegance event, which took place from the 30th of August to the 1st of September, showcased a selection of beautiful and rare cars in the refined setting of Hampton Court Palace.
Through a serene location, exquisite event design, and the celebration of a golden automotive age at its heart, the Concours of Elegance shows that events don’t need the latest tech to be altogether engaging.
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Photo Credit: The Friends Experience
A Must Visit: The FRIENDS Experience: The One in London
Could this BE any more immersive? Just like the gang did for Ross’ wedding, the FRIENDS Experience has come to London.
This interactive experience lets attendees dance in front of the fountain, look into the purple neatness of Monica and Rachel’s apartment, play foosball in Chandler and Joey’s place, and snap a selfie on the sofa at Central Perk while enjoying some coffee and snacks.
And, as an extra treat, this experience has special content from the two episodes shot in London.
If FRIENDS is your lobster, it’ll be there for you until the 3rd of November.