We ask Gemma Banks, our Head of Creativity, why it's so important to be innovative.
Do you think that guests notice creativity in events?
Yes, in fact I think they expect it. We operate in a city where its inhabitants have all manner of creative experiences at their fingertips, from immersive theatre and experiential pop up restaurants, to some of the world’s finest modern art and music.
This, combined with the phenomenal rise in the daily use of creative portals like Pinterest, Instagram & Tumblr means that guests now attend events with an expectation of seeing ‘of the moment’ references reflected in the execution.
What is the cost of being creative?
The cost of being creative can be nothing at all or it can be a big budget affair, all depending on a client’s needs. Our imaginative party creators will work with a client’s budget to organise an event that takes their guests on a journey through innovative menus, elaborate production, floral displays, lighting design, set dressing, entertainment and all manner of other delights. However, they are equally adept at injecting creative flourishes into the simplest of events that will cost the client nothing.
From a planners perspective the only thing that creativity may cost is compromise, as on occasion we may have to work within the parameters that a client sets. Budget should not be a barrier to creativity. Fundamentally it is a thread that should run through what every department at an event catering company.
What is your top tip to being creative this Summer?
I think one of the key ‘creative’ trends this summer will be to offer clients customised experiential events. We are seeing a move away from the ‘off-the-peg’ event buying and a move towards creating unique experiences. Think about how to excite & engage guests from the moment they receive an event invitation to the time they depart the venue. Events need to be immersive, original, interesting & quirky.
At Create will be encouraging our clients to offer their guests the opportunity to experience something original through our exciting new menus & inventive approach to party planning.
What is your favourite creative event you have seen/done?
My favourite creative event that I have had the pleasure of organising was for a very well know British modern artist & his staff. The brief was to create a dark Victoriana Christmas. The venue we chose was an old Victorian theatre (now a nightclub) which was decorated with black velvet & lace panels, towering candelabra entwined with ivy & deep red roses, food stations heaving with meats & cheeses, bell jars containing weird & wonderful artefacts and lots and lots of full size skull candles. The ‘piece de resistance’ was the incredible aeriel artist Empress Stah hanging from an enormous glitter ball above the dancefloor. It was a night of gothic hedonism that I will never forget.
How can food add a creative angle to an event?
Food is always at the core of the events that create organise and we pride ourselves on the creative expertise of our chefs. Our kitchen team are always experimenting with new techniques & ingredients which allow us to offer our clients inventive ways to feed their guests. When we are given a creative brief for an event the food is the first thing we turn our attention to.
Imaginative menus can take an event from good to breath-taking. The food served is pivotal in creating & telling the story of the event…whether that is transporting guests to another country with Indian Street Food Stalls, immersing them in the fantastical with edible brains & eye balls or pushing the boundaries of event catering with chefs making ‘Nitro’ ice cream. The more creative the food the better we say.
Contact us to add a little creativity to your next event!