Innovative Event Ideas from Brands We Love
By Kelly Collins /London Venue Expert
Wed 22nd Mar 2023 Corporate Venues
Image: Veerle Evens
“Good things come to those who wait.” It may be a cliché, but after over so much time spent staying indoors, people are eager to get out and experience the world again. Thankfully, some of our favourite brands are stepping up with innovative event ideas that are sure to entertain and inspire.
From pop-up events to experimental marketing campaigns, there’s no shortage of creative ways to engage with consumers. In this article, we’ll share some of our favourite event ideas from the brands we can’t get enough of, including recent events and those that are so iconic they’re worth rehashing.
If you’re planning a corporate event and you’re short on ideas for a brand launch or meaningful way to engage with your fanbase, here are some concepts to help your creative mind spring into action.
COS LA’s In-store DIY Workshops
COS is a clothing brand well-known for its minimalist designs and effortless style. As well as creating modern, functional attire, their LA branch recently dabbled in modern art. Working alongside experimental architects Snarkitecture, they aimed to place a focus on their clothing with an immersive and stripped back display.
Taking a vacant industrial space, Snarkitecture created two rooms, one entirely pink and the other white. Within these spaces, COS placed two racks of clothing, with the basic room colours allowing the focus to be solely on the attire. Pop-ups like these, almost act as art installations, inviting shoppers to experience something other than just the products the brand is selling.
Glossier’s Pop-Up Shops
Makeup and skincare brand Glossier is no stranger to pop-up shops, and for good reason. During summer 2015 they turned an entire floor of their New York headquarters into a temporary showroom. Their aim? To generate buzz and excitement around their brand, with what founder Emily Weiss described as “a giant mood board for the company we’re hoping to build.”
Through a mix of lush greenery and modern design, Glossier’s campaign wasn’t there to sell their products there and then, but rather to attract new customers and create a sense of community and buzz around the brand.
Their pop-ups have since only grown in scale, with their largest-ever event in London in 2020, which saw over 100k visitors in less than three months. The event was so succesful that the brand ended up putting down permanent roots in the space.
Holiday Lab by Luxury Escapes
Hoping to give customers an alternative to traditional travel agents, Luxury Escapes — an Australian-based travel and lodging company — created the Holiday Lab. This immersive travel experience allowed customers to explore destinations before booking their trip.
It isn’t simply a visual experience either. Customers are given the chance to taste, smell, and feel a series of virtual holiday experiences before being given a ‘travel prescription’ holiday recommendation, based on their preferences.
Making creative use of interactive displays, virtual reality experiences, and even a cocktail bar inspired by different travel destinations — Holiday Lab allowed customers to get a taste of the brand before committing.
Taco Bell’s Shotgun Wedding Chapel in Vegas
Okay, so admittedly this one sounds…bizarre, but hear us out. Taco Bell — the beloved American fast-food chain — have a wedding package that includes a ceremony in their Las Vegas location, a reception for up to 25 guests and… wait for it… a Taco Bell themed pop-up wedding chapel!
Now, this may seem like an out-there idea, but it speaks to the brand’s personality, their sense of humour, and the loyalty of its customers. Plus, it’s a great way to generate media attention and get people talking about the franchise.
Community Building with In-Store Beauty Events
Beauty and make-up brands are no strangers to in-store events, but with the rise of online shopping, they have become essential in getting face time with new customers. Brands like Mecca and Sephora host events where guests can try out new products before release, get makeup tutorials, and connect with other beauty enthusiasts. These events create a sense of community around a brand and allow customers to have a hands-on experience with products before making a purchase.
Making Your Event Feel Fresh
While these events are distinctive in their own way, the common thread is creating a memorable experience for the customer. By engaging your target audience in a meaningful way, brands can develop a sense of loyalty and community around their products and services.
Whether it’s a pop-up shop or a wedding at a fast-food restaurant, brands that are willing to take risks and do things a little differently are bound to capture the imagination of consumers. So, next time you’re planning an event, take inspiration from the brands that are doing it differently and create something truly remarkable for your customers.
Here are a few prompts to get you started thinking in the right direction:
- How do you want your customers to spend time with your brand?
- What are some of the ways your customers currently interact with each other?
- What kinds of life experiences are your customers excited about?
- How can your brand present itself as a leader in your industry?
If you’re searching for the perfect location for your next event, look no further than Venue Crew. Our selection of exceptional venues and vendors give you more than enough choice for planning your next innovative event or experience.
Looking for interesting event spaces? We can help!