7 unforgettable event moments
Imagine you’re driving to work one day in the gridlock of New York City traffic when you see it: A movie theater screen-size projection of a book cover splashed across the side of the New York Public Library building. It’s being beamed from a van crawling past the gray stone facade
even more slowly than you are. Within a few minutes, the image winks out and disappears.
Would you remember the cover art?
What about the name of the book?
And more importantly, would you tell your coworkers about it when you got to the office?
Those are the questions Eventique’s event coordinators were asking when they planned this guerilla marketing tactic to promote the work of an up-and-coming author. The van patrolled up and down the city beaming the book cover onto iconic buildings. It was an eye-catching sight — and created much more buzz than a press release. Eventique is known for this type of well-thought-out spectacle — what Liron David and his team call “the glitter” that makes their events shine.
Go Big or Go Home.
“When you’re planning an event, ‘Go big or go home’ can be a relevant statement. You have to make an impression. When we’re given a challenging environment, Eventique loves to embrace those challenges and figure out a way to make an impact,” says Eventique VP of Creative and Strategy Eric Wielander.
To Liron, a successful spectacle is more than a simple confetti explosion or a one-off fire eater. It has to be meaningful, strategically planned, inspiring, and a seamless part of the story being told. “A well executed spectacle provides more than just a ‘wow’ factor. It leads the audience through the first step of a journey the brand wants them to continue.”
The venue itself can also be the spectacle. We’ve produced several events on the floating Intrepid Sea, Air & Space Museum, which has a big wow factor. We’ve also produced events in big arenas and stadiums like the Prudential Center in Newark, New Jersey; the MetLife Stadium in Rutherford, New Jersey; and the Levi’s Stadium in Santa Clara, California.”
Seven of Eventique’s Unforgettable Moments
Over the years, Eventique has brought “the glitter” to events in dozens of different ways. Here are just a few of the team’s favorites.
1. For the UNICEF World Children’s Day 30th Anniversary celebration in 2019, Eventique developed an original animated short that visualized the 30-year history of the Convention on the Rights of the Child, prominently displayed with larger-than-life projection mapping around the room.
2. For American Standard’s consumer experiential event The Art of Bathing, Eventique placed three life-sized, self contained showers smack in the middle of New York City’s Times Square. Participants could duck into the showers and use virtual reality headsets to perform “Shower Karaoke” to their favorite songs.
3. For the Optimizely (formerly Episerver) Ascend Conference, Eventique brought in a custom branded dance show, performed in illuminated costumes under black light. It was an inspiring and uplifting production for an audience of 600.
4. For the Reckitt Benckiser Deployment Conference, not only did Eventique spur the RB team to break a Guinness World Record (read more about that here we need to insert link here), they also crafted unforgettable entertainment options. Half the group competed on a 15,000-acre custom race course in the Mojave Desert, while the other half embarked on a scavenger hunt on the Vegas strip.
5. For a recent Schroders Town Hall, Eventique used cutting edge hologram technology to “beam in” the investment company’s CEO from across the country. The live stream display was so incredibly realistic that it fooled several Schroders employees.
6. For Metaverse’s NFT.NYC 2021 Dreamverse event, Eventique stunned attendees by displaying Beeple’s famous NFT art piece “Everydays: The First 5,000 Days” on a giant screen. It towered over a gallery of smaller NFTs, creating a full immersive experience.
7. For WeWork’s Annual Halloween Parties, Eventique always takes the “go big or go home” mantra seriously. The first year they worked together, Eventique’s team produced a
“Space Odyssey adventure” theme that brought in attendees dressed in Star Wars character costumes and one-of-a kind galactic outfits. Other spectacles have included an elaborately designed funhouse; a massive Ouija board; and pillars of fire on stage.
Very occasionally, Eventique will conclude an event with a more traditional spectacle: fireworks! At one recent anniversary party, we collaborated with a pyrotechnics expert to craft an explosive display from a dock on the Hudson River.
Next time you plan an event, ask yourself, “What is the glitter here?” If you don’t have an answer, it may be time to call in the experts.
