From Concept to Creation:
An Events Journey
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Creating an event is a journey, mystical and magical as it is technically challenging. In the beginning, there is very little to work with; a vision, perhaps a few details to grasp, but not much more.
From these whisps, coordinators and designers work hand-in-hand to piece together an extraordinary experience. Together they work out the details and logistics that will best evoke feelings in the attendees that align with our client’s goals.
Curiosity & Creativity
Curiosity plays a significant role in creativity, a cornerstone of our industry. To plan a moving event that speaks to the people attending requires understanding the humans and the client’s motivations. Company holiday parties evoke feelings of appreciation, joy, and togetherness. A conference inspires, educates, and creates networking opportunities. Corporate galas are exclusive events designed to reward, engage, and activate a response from its guests.
In this journey, we will discover the evolution of a corporate gala and conference with a budget nearing $3 million.
The First Steps
We received the request to submit an RFP, much like other events. A short description of the company, event goals, and type of event to be produced. We provided the requested information about our company, references, examples of past events, and services we offered – pretty standard procedure. When we work with clients, we create a partnership. Like any good relationship, we worked to get to know them as they reviewed our RFP so that we could better provide them with an event aligned with their goals and message.
The client selected us, and the real work began. Immediately communication began in earnest. We learned NEOM, like us, were doers of the unbelievable. They were innovators, visionaries, and engineers of dreams. Deep in the desert, they are building a city of the future – a sustainable region where waste is a thing of the past. They are accomplishing the impossible in technology and innovation – making tomorrow’s investments possible today. Among those big ambitions is taking responsibility for the preservation of the very thing that gives life to our planet – water.
In just six weeks, the “Future of Water” would be in our hands. We pull all our most experienced staff to draw up innovative, unique, and unforgettable experience proposals to present to the client in the coming days. We ate, breathed, and dreamt the event concepts around the clock. Visits to places of inspiration (such as the Aquarium of the Pacific and San Francisco Bay) took over our ‘off’ days.
Dedicated not only to the event but the cause itself, we were determined to provide only the absolute BEST for our client. Inspired by their accomplishments and monumental vision for the future, we strived to reach for the unbelievable. The activation event (opening gala and conference) must match the level of excellence that NEOM itself sought for itself.
Now that a venue was selected and secured, planning the logistics began. Event coordinators mapped out the rooms and finalized concepts into actual, tangible results. Piece by piece, drop by drop, the elegance was born from imagination. from hand drawings to digital presentations, the activation event began to take on a life of its own.
Once an overall concept was selected, a venue was scouted and secured that would provide the perfect foundation.
It had a number of required amenities such as location, size, power capabilities, number of breakout rooms, elegance, and availability. The Palace of Fine Arts was perfect for this event. It is located in San Francisco Bay right on the water and has an impressive size and exterior design. Indoors, plenty of room for constructing the gala and subsequent conference with its breakout sessions. Its blank canvas interior would need structure and design but would also not hinder creativity from making it NEOM’s own palace. And a palace it must be, for NEOM’s head chairman was none other than Crowned Prince His Royal Highness Prince Mohammed bin Salman!
Journey to the Future
Now that a venue was selected and secured, planning the logistics began. Event coordinators mapped out the rooms and finalized concepts into actual, tangible results. Piece by piece, drop by drop, the elegance was born from imagination. Rooms designed, each focused to drive action through engagement and exposure.
Production Behind the Scenes
Behind the scenes, our event production and A/V teams worked tirelessly to create the Hollywood magic that would make this event sparkle. Thousands of feet of screens were immaculately placed to maximize impact and drive action from attendees. From the 220 foot floating projection screen (seen partly blow) to the seamless LED panels that made up the moving tunnel entrance and backdrops of the breakout sessions – this activation event was pixal-elating elements with powerful messages!
There were plenty of branding options as well. From the lit-up branded tables, the glowing “Welcome” archway at registration, LED panel illuminating entrances for the breakout sessions – even the 8×10 curved LED panel that made up a backdrop, our cord management crew had their hands full. There was so much power in this event that we had to include external sources as well as what was provided by the venue itself. For a venue this size, that is an impressive feat! But none of the screens would matter without the camera operators who captured the speakers and panelists and piped the footage to the production crew to edit on the spot and feed to the projection screens.
NEOM’s brand activation event roared with the might of the ocean. Its success transcends the boundaries of every industry, from events to engineering. We were PROUD to have worked with this incredible company and be a cornerstone in their efforts to change the world. If you’d like to see more about this event and watch the video recap, click NEOM Gala and Conference to be taken to our case study on this event.
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