The art of venue transformation

Before an event organizer can even get down to the specifics of what needs to be done, one question that invariably haunts him is- WHERE it needs to be done!Making the venue selection process more challenging is the universal emphasis by clients to create a-never-seen-before brand experience. And in this way even the most creative event planners find themselves in a fixwhen it comes to finding a venue that allows them the freedom of customization.
The challenge is not easy as most planners end up restricted by the “Big list of No’s” by private properties and the painstaking licensing issues at government venues. What happens next is a compromise on ideas, creativity and the ethos of an event altogether. As a result, what was once conceptualized as a never seen before experience for its attendees ends up being merely a caricature of a just-about-managed-without-fallouts execution.
Every event organizer understands that for an event to truly standout its venue space has to be re-lifted. However, how to make the first step towards a venue transformation is the part where most event organizers begin stumbling.
An event agency widely lauded for its ability to transform a space completely is Showtime.
On 21st December in 2014, the agency took up the task of executingthe 1st wedding anniversary celebrations for a client whose brief was to- raise the bar!
With a total of 800 guests to be served, the option of opting for a privately owned venue was out the window. Theyinstead had to find a bigger venue that could fit their needs. TheJawaharLal Nehru stadium in Delhi was finally chosen. And that’s when the real taskbegan-The transformation of all that space!
As part of the event execution, the agency transformed 50000 sq. ft. of the stadium, by setting up a 270 ft x 120 ft German A-frame hangars. These hangars housed three surprise experience zones and their designs were inspired by Arabian and Provencal architectural styles. Additionally, 1500 feet of special Aluminum trussing was used for the eclectic décor, lights and support.

Two 600 sq. ft. water bodies and fountains were created at the entrance porch and a central ramp at the entrance for wheel-chaired guests was also created. The three zones were revealed one by one to the delighted guests through 80-feet motorized curtains. Adding to the concept were ten large format projection screens which were installed to showcase the story of the couple’s one year of togetherness.

A hundred specially crafted glass shells, over a dozen floral chandeliers, birdcage chandeliers and several palm trees were used to create a wonderland garden setting. And, to add the final touches a floral design consultant from Russia was specially flown in to create the Garden of Eden!

This was not the first time that the agency had transformed a venue. At K.P. Singh’s 80th Birthday Celebrationsover 500 high-profile guests were transported to the city of Udaipur where the water-bound venue, Jag Mandir,was transformed completely, replete with aerial acrobats being performed on heliospheric balloons.

The major highlights of this transformation includedthe Pichola Lake which was dotted with colorful illuminated floating installations in the shape of swans, peacock arches, a banyan tree and a zorb. 400 tonnes of material and equipment wasferried in to theJagMandir Island on Lake Pichola with only a limited number of boats. Some also remember this event as one for which Shakira was specially flown in.

A lot of event agencies often argue that it is not the venue transformation that is challenging. For them the issue liesin convincing private property owners to permit their ideas to fly.

Prince Lakshyaraj Singh Mewar, Executive Director at Historic Resort Hotelsand custodian ofone of the most sought after venues in India,Jagmandir, comments, “Venues are exceptionally important for an event and we understand this fact. And if an event agency comes up with a concept that elevates the experiential element of the venue, we always encourage them and are willing to walk an extra mile for their comfort. However, there are times when we get some unacceptable requests wherethe property is likely to suffer damagesdue to use of tools and machines. In such cases we put our foot down.”

He further states, “I was once asked by a planner if they could paint the venue structure Pink as it gelled with the theme of the event. There was also a requestonce, to cover the entire historical venue with drapes. My answer to all such agencies is that if they want these kinds of modifications then they should opt for an empty space instead.”

Commenting on the future of venue transformation Prince Lakshyaraj says, “Even after hosting over 500 odd weddings in the last decade, with every new wedding that we host we realizethere is so much more that can be done to elevate the experiential quotient of a venue. As managers of such properties we are game for interesting and innovative ideas and will always be. The onus is on the planners to understand that the core fundamentals of the venue should not be disturbed.”

(The story has been extracted from BW APPLAUSE)