Whether it is an internal event such as a seminar, an annual mass or an external event for clients or partners, theorganisation of an event is often a strategic moment for a company. Among the elements of success, the choice of venue is probably one of the most important and should not be left to chance. The search for an atypical venue often becomes central for organisers who wish to leave a memorable impression on participants - employees, partners, clients....
A coherent framework
However, this quest for novelty must not, of course, sideline the coherence and appropriateness of the framework in terms of both objectives and the needs of the audience to which the event is dedicated.
The same type of venue will not be chosen for a convention, a team building trip, or a communication operation for the launch of a new product.
It should also be noted that, whatever the topic, the setting for the occasion should also be aligned with the company's identity, values, positioning and message.
The advantages of an atypical place
The choice of a new location is first and foremost a definite asset for standing out and making a mark.
To create surprise, to arouse wonder, to take guests away from a sometimes gloomy daily life, to suspend time, just for a moment... in short, the main objective through the choice of the place is to generate emotion and pleasant memories. The participants will then be able to share their experience with others and the company will receive positive feedback.
By breaking the codes, the organising company also builds and conveys an image of creativity and modernity, but also of closeness to the participants for whom it will have reserved a unique moment.
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Ephemeral spaces are popular
For a product launch, a VIP event... ephemeral venues are particularly trendy in terms of events at the moment.
Like the test centre we set up in the heart of Paris for the 2018 Paris Motor Show, the spectacular nature and sense of urgency generated by the imminent disappearance of the site arouses considerable interest and increases visitors' curiosity tenfold.
They also offer direct contact with the public, an ideal context for creating a link between the brand and its audience.
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Exceptional location and event constraints
Before designing or investing in an exceptional venue for a corporate event, it is nevertheless advisable to study the context and anticipate a certain number of constraints: public accessibility, safety, weather conditions and the duration of the event are all parameters to be taken into account.
At FUGU, we specialise in organising events in unlikely locations: product launches on a glacier in Iceland, fashion shows at the top of the Courchevel slopes, etc.
Organising this type of event cannot be improvised: choosing the type of structure adapted to the climatic conditions, ensuring the transport of the material, organising the logistics for the assembly... calling on professionals is also one of the keys to the success of your unusual events!
Download also our guide "5 brands, 5 winning strategies for an outstanding event"!
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