How agencies can create a dramatic edge to hospitality
As pre-event cocktails and after-show parties are increasingly becoming a fixture of corporate hospitality live performances, digital technology helps make the evenign even more memorable for attendees.
“Clients want to be hip and not boring and need something to ‘wow’ people,” says Elaine Ng, senior project manager at MCI in Hong Kong.
For a live showcase staged with an international lifestyle brand in Hong Kong, MCI delivered a range of experiences including a parkour obstacle course, BMX biking and projections on a 20m-tall wall on which people could use spray paint.
Using 3-D mapping technology with five projectors, images by a local graffiti artist were projected onto the wall. Patrons were provided with glow-in-the-dark paint to add their artistic input to the projections. The result was positive client feedback and some interesting artistic creations.
“While 3-D mapping gave more dimension and life than the usual add-ons, we needed to consider all factors from the space, the materials and structure on which the mapping was projected and the content,” says Ng.
She advises that performance artists involved with such events should be consulted regarding any special effects.
“The real challenge is not good food and catering, but capturing the imagination and engaging,” says Pablo Cot Gonzalez, Imagination’s head of marketing and PR in Asia Pacific.
Gonzalez illustrates this with Imagination’s staging of the worldwide launch for Land Rover Evoque in 2012. The event featured a sequence of performances with DJ Mark Ronson scheduled in Shanghai at 11pm, folk artist Paulo Nutini in Milan, Italy at 4pm, and singer CeeLo Green in New York, 12 hours behind Shanghai, at 11am to make the spectacle globally interactive.