thebrewery, Author at The Brewery

Christmas Parties 2019 – The Goodnight Cabaret

We know that the 2018 Christmas party season has only just ended but we are already seeing huge demand from those looking to get ahead of the crowd and secure their date before it sells out. We were overwhelmed with the success and popularity of last years Christmas party theme, our tribute to 1960s Las Vegas, ‘The Golden Palms Lounge and Casino’ and want to extend our thanks to the 26,000 people who partied with us.

This year we wanted to go bigger and better than ever before and we are delighted to announce our 2019 Christmas party theme, ‘The Goodnight Cabaret’.

Performing to raucous crowds in crumbling vaudeville’s and forgotten music halls, people talked of outrageous performances, intoxicating music and hedonistic nights the likes of which the city had never seen. Many denied its existence, unable to find it for themselves and only able to rely on the words of those who had claimed to witness one of these spellbinding nights.

As London fell upon hard times, the cabaret disappeared. Some dismissed it as nothing more than an urban legend told as a whimsical reminder of better times, but there were others who knew they were not of this earth. They knew one day they would return, to bring happiness and joy to those with limitless imaginations prepared to believe in and embrace the astonishing sights that went before them.

This December, The Brewery will become the broken down forgotten theatre brought mysteriously back to life by the spirit of entertainment and the soul of music as the cabaret performs for one last time.

Our dedicated website will be coming soon but in the meantime to discover more about Christmas parties at The Brewery click here

Bio Sculpture GB Visit The Golden Palms Lounge and Casino

On the 2nd December 2018, we were honored to be able to host Bio Sculpture’s 20th Anniversary party. The venue was decorated with our 2018 Christmas party theme ‘The Golden Palms Lounge and Casino’ which is a homage to Las Vegas in the 1960s. The event was an amazing success and much fun was had by all the guests in attendance. Take a look at our dazzling decoration and what happened on the night by watching the wonderful behind the scenes video below.

 

If you are interested in booking your Christmas 2019 awards or party with us, click here for more information.

Gamification – is it right for your event?

If you’re looking for a way to get all your attendees involved and interacting at your upcoming event, you’ve probably come across gamification during your search. Gamification is an initiative that uses game design concepts – such as point scoring, competitions and prizes – in non-game content, to help increase motivation and engagement in attendees.

These game design concepts encourage your attendees to get involved with things at your event in exchange for some kind of reward, whether that’s an actual prize, emotional satisfaction or networking opportunities. This gamification can also then help event planners to reach their event goals.

But how do you know if gamification is right for your event?

Is your event interested in engagement and interaction?

If you’re organising a conference, exhibition, trade show or other event that is going to put its focus on understanding engagement, improving participation of your attendees, and is going to concentrate on using activity to pursue event goals, then gamification could be a suitable way of achieving that.

Since gamification is often carried out through an event app or other mobile technology, an event where the primary intent is to provide information through speakers and presentations wouldn’t necessarily suit gamification. You wouldn’t want people sitting looking down at their phones while your keynote speaker was presenting!

Do you know what will motivate your attendees to play?

Many people focus on the issues of demographics when considering if gamification would work for their event, assuming that only younger attendees would be interested in playing. However, the demographic of your audience matters less than you may think, with gaming statistics from a recent study showing that the average age of a gamer today is 35.

What matters more than demographics is that, instead of asking “Will my attendees play games?” you instead ask, “Will my attendees play my game?”. If you know what will motivate your attendees to play your game – such as a tailored reward based on your attendees, e.g. a physical prize or a networking opportunity – you’ll be more likely to succeed with a gamification approach.

Do you want your attendees’ behaviour to achieve event goals?

At a recent event, the IRF wanted to include a ‘happiness’ theme and learn about their attendees’ experiences. To do this, they used gamification to ask their attendees to identify and highlight positive experiences and rewarded them with points for doing so. When attendees shared pictures of their ‘happy place’ at the venue, or sent positive messages to other participants, they received points which put them on an event leader board.

In order to get the most out of gamification, you have to know what you’d like gamification to help you achieve at your event – what would you like to encourage your attendees to do?

Once you have decided that, you can decide which part of your event app you need to focus on to encourage people to play. Gamify the exhibitor part of the app if you’re looking to increase the amount of interactions that attendees and exhibitors have or focus on the feedback part of the app if you want to emulate the IRF example above.

Gamification can be effective for a number of different event goals, from increasing networking activity to driving more interaction with content, but you just need to work out how creative and flexible your event technology can be.

Do you want to show the value of your event through data?

Due to the nature of gamification, your game will naturally highlight certain aspects of the event you’re running and will encourage your attendees to interact with those aspects.

Using the data gained from your gamification, you can see whether your attendees are behaving in the way you’re hoping for and work out how you can adjust and adapt your event to encourage more of the desired behaviour. You will be able to see if you’re achieving your event goal and can change the game if you need to, to match the flow of the event.

At the end of your event, you’ll be able to collect the data from your gamification – often very valuable since it’s collecting very specific statistics of attendee behaviour – and can use it to tailor your event the following year with realistic, achievable and quantifiable event goals.

Do you have the resources available to spend time creating a game strategy?

While gamification can be a fantastic resource for your event and can help you reach goals and gain analytics to help you improve for future events, you will have to recognise that it’ll take time to create and build game elements into your event.

You will need to create an event app, which will definitely take some time, but you will also need to make sure you spend enough time on creating the game that will help you meet your event goals within the app. Gamification is most efficient when you build your game with the event’s strategy in mind.

If you don’t have time to implement an entire game strategy into your app, it can be equally valuable to use the analytics from the app to help you decide what goals you’d like to use to gamify your event the following year.

When it comes to evaluating whether gamification is right for your specific event, it’s always important to bear in mind that the core goal of gamification is to create and maintain an ongoing relationship between your event and your attendees during the course of the day or few days. If you’re looking for a venue in central London to host your event, and gamification, why not consider The Brewery. Find out more about what we can offer you here.

Creating the perfect breakaway areas for your attendees

Every conference, no matter how engaging and interactive it is, needs breaks. Your attendees need time to process what they’ve been told, take advantage of networking opportunities and have a bite to eat. Breakaway areas can be the perfect way to accommodate these three requirements.

In order to create the perfect breakaway areas for your attendees at a trade show or conference, there are some key details you should take into account.

Space

When choosing a venue for your conference or trade show, make a note of how much space you have beyond your main keynote stage or booths. Depending on the size of that space, you’ll be able to estimate how big a breakaway area could be – or how many breakaway areas you could fit in.

Don’t try and cram a breakaway area into a tiny space but don’t make a breakaway area too big either. With a small area, you’ll find your attendees will feel cramped and unable to enjoy their break; with a large area, networking opportunities may diminish due to noise levels.

Choosing the right venue, that can allow for breakaway areas, is a crucial decision to make. You need to make sure, especially for a conference, that the venue has space for both a keynote stage and also smaller areas for workshops and breakaway areas. For a trade show, you’ll want enough space for booths and stands, but also enough space for your attendees to not feel cramped.

At The Brewery, our six venue rooms provide the space for both larger events and small breakaway rooms away from the action. Find out more here.

Purpose

Setting out the purpose of your breakaway area is a crucial first step. Do you want it to be used for small networking groups, workshop sessions or something more interactive?

Some events choose to simply use their breakaway areas as places for their attendees to relax after talks and network with other attendees, but you can use them for other purposes. One event created a headshot lounge in a breakaway area where attendees could get a professional, up-to-date photo taken of them for use on their social media channels, website or company about page.

If you’re using a breakaway area as a workshop space for a smaller group of people, you’ll want to make sure that you have multiple areas that other attendees can use while the workshop is in progress. Also, make sure to include tables in the workshop area so that your attendees can make notes or use their laptops during the session.

Other events introduce their breakaway areas closer to the end of the day when the networking and social activities tend to come into play more. You could even have live music playing to entertain.

Comfort

Comfort is key for a breakaway area – no one will spend time there if the seats are uncomfortable and there isn’t enough space for people to talk in groups. Ensuring that the furniture you use is comfortable and accommodating is a must, but comfort also extends towards the experience that your attendees have in the breakaway space.

Providing services, such as charging ports and snacks, can increase comfort levels since attendees feel appreciated and valued. Also, as a benefit to the organisers, charging ports located in a breakaway area means that attendees will be more likely to limit their phone usage to that area.

Theming

If you really want to make a lasting impression with your breakaway area, you could think about theming the space to fit around either your event or a concept. If your conference, exhibition or event is based around a theme in itself, such as a wedding fair, then theming the breakaway area to match will truly make a statement.

However, it is key to mention that themed spaces – depending on how they are designed – can take up more space than regular breakaway areas.

Sponsorships

If you have a company that you work with closely, you may want to think about offering them the opportunity to sponsor your breakaway area. That way, they can gain visibility of their brand at your event and will be able to tailor the space to make an impact on the attendees who visit.

Additionally, allowing another company to sponsor your breakaway event can also take the pressure off you to design it. They will want to make a good impression on attendees, so will be looking to create a perfect breakaway area themselves.

 

If you’d like help with planning and organising an upcoming conference, exhibition or other event, we’d be happy to help. Our venue is perfect for both large presentation areas and smaller breakaway groups, and our Event Design team can help you create the perfect representation of your company through the décor and design. Contact us to start your event planning at The Brewery.

10 of the best trade show booth ideas to steal

When attending a trade show as a business, the most important goal for your team is likely to be reaching potential new clients and customers. Your trade show booth is your shop window, so it pays to make it eye-catching and inviting, so people can’t help but stop and find out more about the products or services you offer.

We’ve gathered some of the best ideas we’ve seen at recent trade shows to help your booth stand out from the crowd.

1.      Touchscreens

One of the key things that will bring people to your booth is a level of interactivity. Most people like to get involved with anything interactive and, if it’s linked to demonstrating your business, more success for you.

To capitalise on the draw of interactivity, make sure that whatever touch screens you’re using – whether it’s iPads or TV sized screens – are visible and easily accessible by attendees. This way, they can interact actively with your content, instead of purely receiving information passively.

2.      Gamification

Gamification can be a fantastic way to promote unique brand associations and get people in your booth excited about learning about your products or services. The experience of being involved in a game will leave a lasting impression in their minds beyond the end of the event and will allow you to connect your brand with the game.

Games could include prize wheels, gaming apps, quiz shows, social media content and interactive activities. Making the prize linked to your business – even if it’s just through branding – can also leave a lasting impact.

3.      Video walls

Few things catch the eye more than a video wall, especially since it creates movement in a relatively static environment. Using a video wall is a great way to stand out from the other booths around you, and also showcase your company from a distance.

Video walls are far more visible from further away than text on a board, so even if you’re showing a slideshow of product images or a graphic using the branding colours of your business, you’ll be more noticeable than other companies.

4.      AR and VR

There’s nothing that says trade shows can’t be fun as well as informative, and what better way to bring some entertainment into your booth than by embracing new technologies. AR and VR are developing in leaps and bounds and, if your company is able to use them to your advantage, there’s no reason why you shouldn’t.

Why not consider a virtual scavenger hunt around the exhibition space or VR experiences including demonstrations of your products – at Goodwood Festival of Speed this year (2018), Siemens gave attendees the opportunity to travel in an autonomous car using a VR headset.

5.      Promotional gifts

Everybody loves freebies. However, giving away freebies that can be easily discarded, have no value, or aren’t things people will use again can actually work against you instead of for your brand.

Instead, work on making sure that the items you’re planning on giving away are both useful and/or something that people will want. For example, capitalise on the idea of staying hydrated at a trade event by giving away reusable water bottles. People will not only be thankful for them on the day but will be more likely to use them in the future too.

Or, give away something that will make a statement, but make sure it connects with your brand. Google Cloud demonstrated this effectively recently by giving away cotton candy at their recent trade event, capitalising on the cloud-like nature of the sweet treat.

6.      Booth design

One core detail to remember when designing your booth is that, while it’s important to make sure your space is eye-catching and original, it should also be tailored to reflect your company and branding.

Sustainability is a trailblazing concept that has started to seep into the trade show world – some companies are branching out to show their commitment to sustainability by building their booths out of cardboard. If there’s a concept or a movement that your company is involved in, embrace it and create something that reflects it.

7.      Work with the space you have

Trade show booths aren’t always the largest of spaces to work with, so it can often feel a little limiting when designing a space. However, don’t let size restrictions limit your creativity – sometimes the most eye-catching booths are the ones that use the space they have most effectively, instead of the ones that fill their space completely.

For example, maximise the space you have by using an open plan concept; doing away with the chairs, tables, dividers and stands at the entrance of your booth that stop attendees exploring further into your space. Instead, keep the front of your booth open, allowing people to explore at their leisure and not to feel blocked or trapped by your décor.

8.      Add some mystery

If your company is announcing something new at a trade show or event, why not consider employing techniques to keep it an intriguing mystery? The best way to do this could be making your booth fully enclosed with a single entrance to allow attendees in.

Secrecy is a great incentive for people to visit your booth since they won’t be able to see what it’s about from the outside. You will have to employ some incentives inside the booth when people visit so that they can spread the word about what’s really inside.

9.      Decrease sign-up time

Trade shows move at a quick pace, with talks and presentations happening throughout the day. Due to that, it can often be quite difficult for attendees to spend long amounts of time at the booths they’re interested in.

If you’d like to ensure more sign-ups for information at your booth, but can’t incentivise people to stay and chat for long, why not employ a different technique? Put a jar at the entrance of your booth, with a sign that tells attendees to put their business cards in the jar if they want to find out more – incentivise this by letting them know that one business card will be selected at the end of the day as the winner of a prize.

This way, people who are interested in your company but don’t have time can easily give you their contact information to find out more and could possibly even win something too!

10.      Photobooths or photo walls

Everybody loves taking photographs to remember a day and, if you create the best place for them to take their photos, then they may be more willing to chat to your team while they’re there. Creating a photo wall on one side of your booth is a great way to maximise visibility and also engage with people in a fun and creative way.

Theming the wall around the event, with some subtle links to your brand as well, will allow for you to appear in social media posts as people share their attendance at the event.

If you’re looking for a venue that can host your trade show, look no further than London’s The Brewery. We have a number of different venue spaces in varying sizes that can be tailored to showcase each of the businesses attending. Find out more information about our venue here, or contact us to talk about your event.

The Brewery and Speakers Corner examine the power of diversity at Knowledge Guild

On Monday evening (22 October), The Brewery and Speakers Corner welcomed more than 200 event professionals, thought leaders and entrepreneurs to the autumn 2018 Knowledge Guild showcase. The latest instalment in the popular conference series looked at diversity as an untapped natural resource we are yet to fully conquer.

Titled “Diversity: Let’s unlock our potential to innovate and achieve the unimaginable”, the event was compered by Konnie Huq, a celebrated TV personality and children’s author, who was joined by an impressive line-up of speakers who shared their compelling stories and discussed how diversity can unlock new ways of thinking.

The inspiring Martine Wright MBE told the audience about how the atrocities of 7/7 transformed her life forever and how she ended up embracing these changes to become an elite athlete, author and motivational speaker. Martine shared her “power of 7” – a strategy for coping with trauma and change that has helped her through her toughest challenges.

Next, Anne-Marie Imafidon MBE took to the stage to encourage more diversity in the technology industry. She explained that a wider variety of people need to be involved in the development of technology, including AI, in order to continue innovating products and services that are going to open up conversations to wider audiences.

Finally, John Amaechi OBE explored the difference between diversity and inclusivity. He shared his personal experiences of people’s pre-conceptions and emphasised that organisations need to reflect their values surrounding inclusivity in the daily experiences of their employees. He stated that to achieve truly valuable leadership you need to have a group of disparate people who bring different ideas to the table.

Nick Gold, Managing Director at Speakers Corner, comments: “Monday’s Knowledge Guild was another triumph for Speakers Corner, The Brewery and all of our wonderful speakers. Diversity is such a prominent topic across the business spectrum so it was great to hear from three people who have three very different experiences and ideas around the issue. Diversity is a key driver of innovation, so it’s crucial that we all consider ways in which we can tap into the power a diverse workforce holds in today’s world”.

Masha Boh, Business Development Manager at The Brewery added, “The Knowledge Guild is always a hugely popular evening with event professionals and we were absolutely delighted with the positive feedback we received. This month’s topic is particularly close to our hearts as we, along with our partners at Speakers Corner, pride ourselves on our diverse team and the individuals that make us who we are. We’d like to thank everyone who joined and shared their stories and look forward to welcoming guests back for our next session very soon!”

At the end of all Knowledge Guild events, guests and speakers share stories during a Q&A session. Before and after the panel session, attendees networked in The Brewery’s Queen Charlotte room. Guests also enjoyed a drinks reception and a bowl food menu, designed by The Brewery’s in-house catering team. Dishes included triple fried chips with charred fillet of beef and béarnaise, Hawaiian tuna poke with siracha mayo and crispy shallots and crab doughnuts with lemon aioli. For dessert, guests were treated to chocolate and cream mille feuille and lemon meringue cornetto’s.

The Knowledge Guild is a partnership between The Brewery and Speakers Corner, offering a mixture of world-class speakers and exceptional individuals discussing pertinent topics in a panel discussion.

The Brewery Summer Party and Menu Tasting

On 8th August, award-winning events venue The Brewery welcomed 140 new and existing clients and agencies to the venue for a showcase focused heavily on their new food and drink offering.

Hosted in the venue’s two summer marquees, the first course was served picnic style with all the elements of the dish being placed on the table for guests to help themselves.

The next two courses were presented in a more traditional service style and comprised dishes including Mackerel with BBQ potato, charred cucumber, apple sauce, chervil, green oil and leek ash as well as Iberico pork belly with pineapple ketchup, parsnip puree, smoked carrots, purple octopus and dill oil.

Once guests had finished dinner they were taken to The Grubstreet Author for dessert and the after-party. The Cutting Room hosted a Champagne and fruit caviar bar as well as a live dessert station which saw The Brewery’s chefs start with an empty table and built it up with sweet treats as guests ate from it.

The Sample Room provided the main bar location in which guests were able to select any cocktail that they wanted, which was then created by the venues expert mixologists.

In The Pasteur Room a dessert canapés bar was set up with chefs personally preparing dishes for guests. This was complimented with a punch bar in which large glass pineapples we’re generously filled with a selection of vibrant and flavoursome alcoholic punches.

Menu

Lamb toastie, parmesan and truffle

Enoki mushroom, carrot, pepper, pickled ginger, mooli

Ssamjang, spring onion, walnut, burnt cucumber

Seabass ceviche, squid ink cracker, mojito sphere, lotus root

Mackerel, BBQ potato, charred cucumber, apple sauce, chervil, green oil, leek ash

Sourdough, liquorice or chicken butter

Iberico pork belly, pineapple ketchup, parsnip puree, smoked carrots, purple octopus, dill oil

The Brewery appoints Blitz to bolster technology capabilities

The Brewery, the Grade II listed events venue on London’s Chiswell Street, has unveiled Blitz, a GES company, as their new in house AV partners. The technical event production specialists have been selected with a brief to enhance the venue’s audio-visual capabilities and manage the state-of-the-art technology infrastructure.

The new partnership, which will commence from 1 September 2018, will see Blitz utilise The Brewery’s advanced technology and digital infrastructure, to create showstopping AV experiences; from breath-taking projection mapping installations, to top of the range widescreen blending displays and flawless audio performances.

As well as audio-visual services, Blitz will assist clients with digital branding and digital signage opportunities helping event organisers increase exposure while maximising sponsorship revenues and increasing ROI. The partnership also brings a range of new services previously unavailable at the venue, including digital and interactive technology, registration and RFID tracking and live audience participation. This exciting new partnership recognises the changing event technology landscape and underlines The Brewery’s commitment to maintaining a cutting-edge digital offering that is fit for the future and creates engaging experiences.

James Varah, commercial director at The Brewery commented on the new appointment, “Design, production and technology are at the heart of what makes events at The Brewery such standout affairs. Clients are looking for bigger, more exciting productions as well as providers offering  an ‘end to end’ service, and we’re confident Blitz will do just that. We look forward to working with the team at Blitz to create incredible live event experiences for clients and their guests.”

Graham Pope, group commercial director at Blitz added, “Event audiences are more demanding than ever and organisers are under pressure to create bigger, better, more engaging events. Blitz totally understands and embraces the challenge – our reputation for innovation and unrivalled technical and creative expertise is what makes this partnership such a great fit. We are excited to be working with The Brewery – an iconic London venue, with a superb roster of clients and a shared ambition to deliver extraordinary events. We can’t wait to get started!”

The Brewery channels 60s Las Vegas with Golden Palms Lounge and Casino Christmas packages

This Christmas The Brewery, on London’s Chiswell Street, invites guests to experience the bright lights of swinging 60’s Las Vegas, as the Golden Palms Lounge and Casino comes to the capital.

The themed packages, for between 40 and 1,000 guests, will transport party goers back to the hay-day of sin city with a glamourous backdrop, dazzling entertainment and a mouth-watering menu to match. Celebrating the grand opening of The Golden Palms Lounge & Casino, guests can sip on cocktails and hit the buffet before retiring to the lounge for an evening of festive celebrations.

Christmas party packages at The Brewery start from £125 +VAT per person and include:

Exclusive room hire

‘Golden Palms’ venue design

Entertainers on arrival

45 min sparkling cocktail reception

3 course meal or buffet with coffee and petit fours

5½ hrs of unlimited house wine, beer and soft drinks

Live band and after-dinner DJ

Complimentary cloakroom

Simon Lockwood, creative director at The Brewery looks forward to opening the Golden Palms: “We pride ourselves on designing and creating a bespoke story for each festive celebration and we’re delighted to be bringing the electric atmosphere of Las Vegas to the capital this winter. We always aim to offer guests something they’ve never seen before, coupled with the consistently high level of service they’ve come to expect from The Brewery and can’t to welcome guests, as we now say, for one month only, Viva Las Vegas!”

For more Christmas package information visit: http://golden-palms.co.uk/