The rise in the number of event venues, suppliers and agencies means we all need to look internally at how we present ourselves and evolve our offer. Being able to think outside the box when it comes to offering new solutions and fresh ideas to clients is essential to remain competitive in such a saturated market.
Last year we saw a significant increase in demand for blank canvas spaces for experiential events and brand experiences. Brands still want iconic venues that help to tell their brand story, but they also want spaces they can completely transform with production and theming to create immersive event experiences. This is something we expected to increase moving forward, and 2018 is proving this to be the case.
Our brand new multi-functional events space Illuminate, which is due to open in February 2019, was launched to the market partly in response to this demand, alongside the requirement for high-quality daytime space at the museum. The venue for events of up to 450 people is a blank canvas space with panoramic windows offering stunning views of the city and an abundance of natural daylight. It has been designed to provide an adaptable interior to accommodate a diverse range of events and sectors.
The new space will no doubt be one of many to add to the unique venue offering in the UK as businesses work to adapt themselves and create distinct identities to stand out from the crowd.
Demand for ‘multisensory experiences’ is also a growing trend we’ve seen this year. Planners are increasingly looking to fulfil strong creative visions and create one-of-a-kind events and brand experiences that leave lasting memories. Bringing food, drinks, service style, theming, lighting, staging, sound and even scents into the mix to create a unique and memorable guest experience is increasingly popular.
Our position as the world’s leading group of science museums means we are in a unique position to fulfill the growing demand for one-off content experiences at events. Clients often tell us they have chosen our museums for their event due to the unique experience we are able to offer guests, and the added benefit of being able to explore our inspiring collections.
Whether developing a new venue or offering an exciting experience, there is no doubt that venues need to demonstrate credible creativity to compete with a growing number of competitors in the market. We expect to see the industry continue to adapt itself this year and push boundaries like never before.
Bryony Mitchison, Event Sales Manager at The Science Museum Group