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Engaging Tech Conference for Blue Square

Key Stats.

Blue Square
Two-day training and sales conference
Monarch Suite, The Hilton Metropole, Birmingham
The Feeling?

The Brief

Teaming up with the award-winning Blue Square we were tasked with providing full production support to a leading electronics company at its bi-annual training and sales conference in Birmingham. Around 350 guests attended the event, which updated sales teams on new products and developments.

We were brought into the project by theming partner, Event Trees, tasked to create the theme and work directly with Blue Square for the daytime formalities. The brief was to deliver an audio-visual option that was different from a stereotypical formal conference in the day, before transforming the venue into a Marbella beach party by night.

We were required to design three separate set options for the client to choose from, all of which needed to be supplied just four weeks ahead of the event. A giant LED video wall was eventually selected which was a first at this regular event.

On provided full fabrication, installation, lighting, AV and production for the event, which ran for two days in the Monarch Suite at The Hilton Metropole in Birmingham.

The challenges we faced

The event required a major installation to transform the venue and ensure all the equipment and scenery was in place, within an incredibly tight timeframe.

The scale of the event meant that attention to detail was paramount. The complexity of the schedule meant we needed to perform across the two-days at the very top of our game. Production Director Adam Dewhurst, and the rest of the On team worked tirelessly to ensure this, making sure everything happened when it needed to and to the very highest quality.

The two days of the event saw a pure training event on day one followed by a sales conference on day two. With that came two totally different sets of content to contend with which meant strict scheduling and rehearsals to ensure everything flowed flawlessly. Plus, with a mass of slide show content and video clips to show, we needed to think creatively about how best to format these to make the most of the LED wall design.

It was also important to consider how we needed to work closely with other partners to change the look and feel of the room from day to night, within a two-hour turnaround. Luckily, our close working relationship with Event Trees meant this went without a hitch.

What we did

Step One

We created a variety of set design ideas for the client to choose from, they chose a LED video wall, able to fully immerse guests in conference content in an engaging way

Step Two

The set design was complimented using Maverick Mark Three Wash lights to break up the set for “eye-candy” and beam effects.

Step Three

The slide show content was stunning and we worked with the agency to break this up with sequenced sound and lighting to keep attendees focussed.

Step Four

We assisted in the design of a black drape box in which the daytime conference took place. Around the outside of this our theming partners, Event Trees created a Marbella beach setup. In the evening changeover, the walls of the box were removed immersing guests into a beach party paradise. Seats from the conference were moved away and bars and cabana’s put in their place. Lighting and sound was used to create a party vibe whilst the giant video wall showed a beachside view.

Step Five

One of the key components of the evening event was a Lip-Sync challenge, we created a themed digital backdrop across the video-wall together with frames playing the actual music video for contestants to Lip-Sync along to

Ben Springer, Head of Client Services at Blue Square said “Just a quick note to personally thank you for your hard-work, dedication and first class execution we saw last week in Birmingham. Thank you for providing a first class service for us. Everyone thoroughly enjoyed it and from a staging, AV and lighting perspective, it was A*!”

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