News - The Brewery

The cocktails you should be serving at your New Year’s Eve party

Excellent cocktails served at The Brewery

New Year’s Eve is the time to celebrate the end of the year – whether that’s for good or bad reasons – and there’s no better way to celebrate than with some good friends and good cocktails. If you’re looking for some cocktail inspiration for your New Year’s Eve party, take a look at the one’s we’ve shared below – there should be something for everyone!

The Happy New Year

This appropriately named cocktail is a classic for anyone who loves customising their bubbly. It’s wonderfully simple, consisting of only four ingredients, but creates a fantastic glittery effect!

Simply combine brandy, ruby port, and orange juice in a shaker and shake together. Strain this mixture into a Champagne flute and top with Champagne – or other sparkling wine alternative – for a bubbly and vibrant cocktail to see in the new year.

Find the full recipe and measures here.

The 20th Century Cocktail

This impressive classic from the early 1900s may not be time-relevant, but it’s definitely still one you should add to your drinks menu. If you’re a fan of the gin martini, this will be the cocktail for you – it’s enhanced with Lillet Blanc instead of vermouth and touches on hints of chocolate and citrus.

As with a gin martini, simply combine your favourite gin and Lillet Blanc with crème de cacao and lemon juice, shake together with ice and then pour – it’s that easy!

Get the exact measures here.

The Midori Melon Ball Drop

While not as huge a tradition here as it is in the US, the ball drop in Times Square is the perfect start to the new year. Celebrate with a fantastic, and slightly uncommon, flavour combination of Midori and elderflower for a fun vodka martini!

This simple cocktail only needs four different ingredients so is easy to whip up if you’re looking for a sweet and fruity way to see in the new year! With Midori, citrus vodka, orange juice, and melon balls for a garnish, you can’t go wrong with this recipe.

The Midnight Martini

Do you need something to keep you awake until midnight? To avoid crashing during your New Year’s Eve party, why not whip up this delightfully easy coffee martini – it’s recipe only includes either two or three ingredients, depending on how you feel about flavour combinations.

Simply combine vodka – we would recommend using a vodka with some kind of coffee infusion – and your favourite coffee liqueur and you’re be ready and awake all night! If you’re feeling festive, you can even add a little cinnamon syrup for an extra touch.

The Figgy Sparkler

Not wanting to let go of Christmas yet? Our second Champagne cocktail will help you hold on to those Christmas flavours for just a little bit longer with a delightful combination of cranberries, orange slices and figs.

You’ll need to muddle together the fresh fruits, combine with vodka, and then top it off with some bubbly. If you’re really looking for that figgy flavour, why not infuse some vodka ahead of time with dried figs.

Find the recipe for this soft and sparkling cocktail here.

The Winter Sangria

If you’re looking for a punch that can supply all your guests with minimal effort on your part, look no further than this fantastic winter sangria recipe. You can make it in advance and keep it chilled in the fridge, before bringing it out at party time with a ladle and simply let your guests serve themselves.

This sangria is a wonderful combination of winter fruits – pears, clementines, apples, and pomegranate, are the ones the recipe suggests – all combined with red wine, orange juice, and ginger ale.

The Good Luck Charm

There’s something special about a new year, the time to start afresh and take on those big changes and new year’s resolutions anew. If you’re looking for some good luck for your new year, look no further than this fantastic bourbon cocktail.

This delicious combination of dark whiskey with limoncello is a wonderfully tart and sweet taste that will inspire you with cheer for the new year. Find out how to make it here.


If you’d prefer to not make your own cocktails for your New Year’s Eve party, why not celebrate the coming of the new year with The Brewery and we’ll make them for you! With our well-trained team, we’ll be able to create the perfect flavour combinations to tickle your tastebuds and bring in the New Year with festive cheer! Find out more about what we can offer here.


You might also like:
Our guide to non-alcoholic cocktails
The ultimate Christmas cocktails guide

How to choose your wedding menu

Incredible wedding menu serving

When planning for your wedding, there are a lot of things to think about – from the dress and flowers to the venue and date – but arguably one of the most important aspects is the wedding menu. The last thing you want on your big day is for your guests to have a bad time because they’re hungry!

Your wedding menu can be a way to express your personality and the experiences that you and your partner have had on the road to your nuptials, so take care when choosing it so that it is perfect for your day.

Read on to find out what to consider when choosing your wedding menu.

Think about your budget

You’ve most likely set aside an amount of your total wedding budget, so keep it in mind when it comes around to choosing your wedding menu.

It’s no fun diving into menu planning, choosing everything you want, and then realising you haven’t the budget to cover it. You don’t want to waste your caterer’s time, or your time, and you can still have wonderful food with a smaller budget.

Consider the number of guests

The style of your wedding menu can very much revolve around the number of guests you’re inviting to your wedding. If you’re inviting a large number of guests, this means more people you’ll need to feed.

With a larger group of guests, it can be more prudent to go for a seated meal instead of a buffet since your caterers will only prepare one meal for each guest, instead of having to bring and produce a much larger amount of food so that every person gets enough.

Work with your venue

Working with your venue can mean two different things when it comes to planning your wedding meal. In the first instance, you can take inspiration from your venue’s surroundings to influence menu items for your big day, if you so choose. This could include incorporating seafood or fish if your venue is near the sea or drawing on the flavours of seasonal vegetables if your venue is more rustic.

Don’t forget, your venue may be able to help you with the production of your wedding menu – many venues also have their own caterers that can be used for events and will be able to work with you to create something bespoke for your special day. For example, at The Brewery, our Executive Chef Tom Gore will work with you to help create the perfect menu, coupled with a tasting session.

Wedding menu highlight
Incredible wedding food at The Brewery

Be aware of dietary requirements

While your wedding menu is intended to be a reflection of your personal choices for your first meal as a married couple, it’s also key to consider any dietary requirements of your guests. Getting this information to your caterers as soon as possible will make it easier for them to adapt dishes and take care with certain ingredients.

You can find out about the dietary requirements of your guests by including a space on your RSVP cards for them to indicate any restrictions they may have.

Match your meals to your relationship

As we have said, your wedding menu is a reflection of you as a couple. That can come about however you choose, say by including your favourite dishes, or dishes inspired by your favourite foods or by creating a menu filled with dishes that focus on important points in your relationship.

Maybe you’ll serve a certain dish because it was the first one you cooked together, or maybe you could choose a dish that reminds you of a certain place you visited or an event that you attended. You can even draw on inspiration from your engagement – possibly theming food or drinks that relate to where the proposal happened or what you did that day.

Make sure you have a wedding tasting

While it may feel like the most important part of choosing your wedding menu is to have made your choices about the dishes you’re serving, there’s an even more important part of the process. Never finalise your wedding menu until you’ve tasted every dish that’s going to be served on the day.

The reason for this is simple – some dishes may sound different to how they’ll taste, and there’s no guarantee that a caterer will be able to replicate a specific dish that you’re envisaging. So, make sure you try all your dishes so that you can make changes and request different things, if needed.


If you’re looking for a stunning, historical venue situated right into the heart of London, look no further than the venue rooms at The Brewery. With six different spaces to choose from, each with a different capacity, and award-winning chefs to help create the perfect wedding menu for your big day, we can help create your dream wedding day all under one roof.

Five great themes for corporate events

Corporate event with garden party theme

Holding a corporate event is a great way to bring together employees and employers in a fun and entertaining environment to encourage networking and conversation away from the office. Whether it’s an office party, a networking event with other industry professionals or a conference, there’s no better way to create an engaging atmosphere than including a theme for your event.

Need corporate event theme inspiration? Here are our tips.


If you’re looking for a theme to add a bit of mystery and excitement to your event, choosing something like a masquerade concept could be the way to go. This theme works best as part of a more relaxed event, such as a party or a networking event, since it can encourage conversation and create a true celebratory atmosphere.

To create your masquerade, choosing the right corporate event venue is key. A larger venue space, such as a ballroom or hall, will be the perfect place to accessorise with royal looking drapes, lighting, performers and decadent food – if you so choose. Simply provide your attendees with a mask at the door and let the fun begin.

Winter wonderland

The festive season is the perfect time for a corporate event, since theming is relatively easy to create in line with traditional Christmas decorations. Whether you choose to embrace the snow and ice of a winter landscape, complete with fake snow and snowflakes, or dress your venue with jewel tones and sparkle for a festive extravaganza, theming for Christmas is bound to create a spectacle.

You can embrace the theme as much or as little as you’d like – for a conference, maybe go for festive touches instead of a full-blown Santa’s grotto, but for a Christmas party, you could go much further with festive décor, traditional food and much more.

Summer fun

The other time of the year that’s easy to embrace through an event is the summer. This season conjures up visions of gingham tablecloths, sunshine, flowers and BBQs – all of which can be included inside or outside at a venue.

If you’re looking for a way to entertain employees or investors in the summer, this is the choice for you. Throwing a summer party will create a relaxed atmosphere and encourage people to network since the kinds of venues that are used for summer parties – such as gardens and pavilions – will make this corporate event seem much less corporate.

Industry themed

Depending on the industry you work in, you may be able to draw inspiration from your business itself. If you work in the wedding industry, the catering industry or the tech industry, for example, you can create a fantastic spectacle using the techniques that your company deals with on a day to day basis.

For a wedding-themed business, you could theme your event around the different services you offer – from flowers to cakes – and allow your attendees to get a hint of what you could do for them. For the tech industry, embrace the advances in modern technology and bring in some AI or interactive aspects that can entertain and inspire your guests. There are many more options available for all industries, so it’s just about finding what you could make event-worthy from your business.

Hollywood glamour

Everybody loves dressing up and embracing the glamour of a Hollywood film star, and this can be used to an advantage when holding a corporate event. If you’re organising an awards ceremony at the end of the year, or looking to impress investors and industry professionals, then bringing out the glitz and glamour is the best way to do it, if it’s done well.

Find a venue that’s both stylish and timeless, fill it with decadent decorations, gorgeous food, and maybe even a red carpet, and you’ve got an event to rival those in Hollywood.

If you’re looking for an event venue in London that can help you accommodate your theme, The Brewery is excellently positioned to both offer a wonderfully historic venue space, tailored for your event, and also offer the services of our Events Design team to help make sure your theme for your corporate event is just how you imagine it.

The recipe for the perfect Christmas party

This recipe yields one fully-formed Christmas party, full of festive fun and vigour for all your friends or colleagues.


Any good Christmas party recipe needs to start off with the amount of budget you want to add to your finished dish. You can add as much or as little as you wish, or are able to, since you can make a perfect Christmas party with or without a big budget.

Using more budget in your recipe will help you balance the flavours of more extravagant additions, such as including prosecco or champagne, or the kind of entertainment you can include. We would suggest, however, including a little more budget than you think you will need, just to cover any unexpected costs.

The biggest ingredient for your Christmas party will be your venue. This is the dominating flavour of your party and will be the framework around which you will build all the details of your event. These details can include food and drink, and entertainment, but how much of each you include is up to you.

Once you’ve decided on all of those key details, you can start cooking!


This recipe is one best started a while in advance before being served. Christmas is a very busy time of year so it’s good to get your Christmas party plans started early and that date chosen before everyone starts booking their own holiday. Choosing a date earlier in the week is a better choice for a company where budget constraints may be an issue, but a Thursday or Friday could be a more effective way of avoiding a lack of productivity the next day!

Once you have chosen your date, you can start your Christmas party assembly. Firstly, stir in your save the date reminders to make sure you know how many people you can expect.

Once you’ve done that, you can start thinking about what kind of venue you’d like to add to your mixture. Your venue will need to be in a good location for your attendees and will need to be able to host the right number of people. The Brewery in London offers a fantastic range of venue spaces, fully adaptable to any recipe, and is situated right in the heart of London with fantastic transport links.

Stir in a veritable mix of food and drinks. Be aware of what dietary requirements your guests may have and stay aware of any non-drinkers coming to your event. You can choose something as simple as canapes or go all out with a complete three course seated dinner – it’s completely up to you!

Once you’ve cooked your Christmas party, you can start thinking about decorating. This can include anything from entertainment to event design; you can theme your event, such as The Brewery’s Golden Palms Casino and Lounge, or simply go all out festive for the Christmas season, and you can add music or performers to your event space to make a real statement.

Think about the size of your Christmas party – if you’re looking for something more intimate, then it might not be a good idea to include a DJ or full band, especially if there’s nowhere to dance. However, if you have a large venue and want people to be active and lively during your event, go all out with a band or DJ set.

Finish off your Christmas party with a sprinkling of hangovers for the day after, a few awkward moments and some questionable dance moves.


If you’re looking for a ready-made Christmas party to use for next year, why not consider The Brewery? We’re already taking bookings for our 2019 Christmas season so contact us today to find out how we can help you make the perfect Christmas party.

Why should you choose wet hire over dry hire venue spaces?

A wet hire venue

Choosing a venue space for your event can be a difficult task – there are so many options out there that it can be hard to decide which one would work for you. If you need some help narrowing down your options, one way to consider venues is through whether they are wet hire or dry hire spaces.

‘Dry hire’ is the phrase used to describe a venue that only provides the use of the space that they have, such as a hall or room, whereas ‘wet hire’ allows you to not only use the venue space but also their caterers, drinks, event designers and audio-visual services.

While this could seem like an easy decision to choose between to begin with, we’d like to explain the benefits and drawbacks of each venue type so that you can see why a wet hire venue may be better for your event than a dry hire venue.

The advantages and disadvantages of wet hire venue spaces

As we’ve just mentioned, when you hire a wet hire venue space, you don’t just get the use of the room or hall you’re hiring, but also a host of other services. You can benefit from the venue’s catering services, their event design team and any audio-visual services that they provide.

The benefit to this, especially with catering, is that using the venue’s regular suppliers can assist with the running of your event. These suppliers will be familiar with the layout and access restrictions of the venue, so the event will be able to run more smoothly, and they will be more prepared to deal with any issues that come up.

However, there are moments where using a wet hire venue could also be looked at as a potential restriction, depending on how you wish to run your event. While you do get the use of the venue’s caterers and other service providers, it means that you can’t use your own. So, unfortunately, if you had one specific service that you wanted to use, such as a specific event designer, you may not be able to with a wet hire venue. What you should remember though, is that because the services that the venue provides know the venue better, they may be able to better realise the vision you have for your event than services that you brought in.

The final point regarding wet hire venue spaces can be considered both a positive or negative, depending on your budget. The cost to hire the venue and its services may be more expensive than the cost of hiring a dry hire venue space but will most likely cost less overall since you don’t have to hire any additional services beyond what is already provided.

The advantages and disadvantages of dry hire venue spaces

In comparison to wet hire, hiring a dry hire venue space will only allow you the use of the space itself without any services. Everything else you need for your event you would have to provide yourself. This can seem a disadvantage but not having provided services means that you can be flexible about what providers and businesses you’d like to use in conjunction with your event, and you have control over how they are organised.

However, while you will have a greater choice of suppliers with a dry hire venue, these suppliers will often have a lot less experience working at your chosen venue since they don’t work there all the time. This can mean that a lot more responsibility falls on your shoulders to make sure everything runs smoothly, and any issues may take longer to sort out.

In terms of cost, hiring the venue itself will most often be cheaper than a wet hire alternative, however the cost overall will be higher since you will have to pay for all the suppliers yourself.

Final thoughts

Now that you have all the details about both dry and wet hire venues, we’d like to share why we think a wet hire venue would be the better choice for your event. While there’s typically no one right answer to the question of venue suitability – in every instance, the one that is best is the one that suits your event and requirements most effectively.

However, if you’re looking for a venue that can provide everything for your event, or just make sure that everything is taken care of and controlled without you needing to take on a lot of responsibility, it may be more prudent to choose a wet hire venue. Wet hire venues will often, as we mentioned before, come out cheaper than dry hire venues so it could be a better choice for a more budget conscious event. There are a number of different styles and options for wet hire event venues meaning that you could find one that suits your event perfectly, without breaking the bank, or without compromising on what’s important to the space that you’re looking for.

If you’re looking for a wet hire venue in London, look no further than The Brewery. With a skilled event design team, world-renowned chefs, and state-of-the-art audio-visual services, The Brewery can help make sure every aspect of your event is perfect and runs smoothly. Find out more here or contact us to start talking about your event.

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.


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.


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 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.


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.


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.