How can industry professionals foster a human connection at events when we’ve been apart for so long?
I have long argued that event planners should pay as much attention to the curation of the guest list as they do to the creation of the event itself. I have often witnessed brands tireless spend time and money on an event only to declare it did not work for them when the reality is, they didn’t sufficiently focus on audience. This audience also extend the quality creation of content as a result of the event.
Of course, the vast majority of my experience in events has been creating event equities for media brand alongside brands who wished to collaborate to do this. Given the nature of the business I was therefore fortunate enough to learn that the quality of the content at events must be impeccable, but it is, as important, to also pay as much care and attention to the content created as a result of the event. Done well it is possible for this connection to still create valuable human connection. It is possible to make those looking in to feel a part of the experience and foster similar positive emotion towards the individuals and brands involved. In fact, it has been proven that content created as a result of an event is more trusted than that produced as part of an advertising campaign.
What moments are you most looking forward to seeing this year within the events industry?
Rather than a moment, I would say for me it is more an excitement about the momentum. The incredible number of hotels opening in London including arrival of brands such as Raffles and Peninsula and the extension of some our most loved brands such as Rosewood. The sheer number of private members clubs opening; most recently Maison Estelle, The 22 and growth in business clubs such as Adoreum (at which I am a partner). Plus, numerous niche restaurants offering real specialism, go to destinations famous for their flavours. Anyone who knows me well, know I always have a list running I call #TheSchedule, a to do list you don’t mind getting longer or working though one social experience at a time. Do join in!
What are your top styling trends for 2022?
In the same way, this continued desire to offer something unique will drive the trend of ‘ven-new’. The use of non-traditional, unconventional spaces as event venues. Where the weather allows (sorry UK planners), I believe this will involve extensive use of outdoor space, incorporating traditional cooking methods such as open fire cooking (for example take a look at the Cashmere Cooking Company and on amore detail level a continued movement to locally sourced produce including a higher ratio of plant portions as part of the dining experience and the use of living botanic features as finishing touches adding yet more vibrancy and colour, and of course making sure its insta-flirty. I’ve recently used Zara’s Kitchen for some intimate lunches and dinners who delivered this perfectly. Overall, this will lead to events and experience continuing to reflect some trends we are seeing in hospitality.
The significance of suppliers. continues into tableware and furniture where we continue to see a multitude of new business step into the space offering specialised style. For 2022 I anticipate bright colours, use of patterns including lots of clashing, monotone colour broken with texture and tone and minute detail distinguishing one table from another – the challenge of how many ways one can tie a napkin continues!
How is the industry going to be moulded by the end of the year?
I think we will see more brands creating more owned experiences in a few ways:
At the top level, intimate, experiences that offer experiences that once may have been reserved for press and influencers only. Designed to tell strong brand stories, these events will aim to build a community of advocates for brands. This is particular important for Modern Affluents who are making different choices in how they are spending their disposal income and with whom.
Events created with more longevity than simply an evening or day to day residences. We will see more fashion brands take over restaurants, alcohol brands working with artists and cultural institution, motor with travel and so forth.
A desire to embrace the now, celebrate milestones such as birthday extravagantly, weekend gatherings between friends and families at country retreats, wedding celebrations that span weekends, showering everything from babies, engagements etc.
With sustainability in mind, how can event professionals help brands and businesses to hit carbon-footprint goals and environmental targets without greenwashing?
Like many big problems, small but multiple and consistently checked changes can make a big overall difference to our conscious consumption. I touched on a few ways within some of the questions above – local suppliers, seasonal produce, home-grown talent, but its is also the responsibility of the event organisers like Moriarty to proudly set policy and educate and endorse change where necessary; serving tap water, banning plastic from event sites, encouraging and rewarding car sharing (you can also off-set your carbon via Skoot) or seeking companies who use disposal packaging like that offered via The Magical Mushroom Company.
