Event production needs well-thought-through set and stage design and effective set build at its heart to deliver great experiences and meaningful connections
Well-thought-through design and effective set build is at the heart of delivering great experiences and meaningful connections within event production.
Many areas of marketing and communication are struggling to get audience attention. Therefore, clients are embracing live events more than ever. When done well it is the most effective way to excite, engage and connect employees, partners and customers.
An end-to-end process is important
A good event partner needs to be more than just a good listener with great organisational and creative design skills. What really makes an event stand out is being able to integrate up-front creativity with the knowledge of how to turn a concept into physical reality. This requires technical production and scenic build expertise. That’s why – unlike most others – we have all these skills in-house.
But the true starting point has to be a focus on understanding the client and what they need from a design. Our name, Chameleon, reflects this. We passionately believe any event or design is all about our clients and their audiences rather than about ourselves.
Next comes creativity, craft and high standards. After understanding a brief, any design concept is only as good as the imagination and knowledge of a skilled designer.
The initial creative concept should usually translate to pen and paper during a briefing call, or a production meeting with a client. Then – when all are agreed on it – it’s drawn up in CAD software to make sure it works in the venue selected and can accommodate all the technical aspects of the show itself.
To help bring the vision to reality, it can help to create a 3D fly-through. This allows the client to fully envision the design and more easily share it within their organisation. It also provides a baseline for ensuring delivery of the event was true to the agreed concept.
Define and work through a mandatory checklist as early as possible
Any concept can only be effective if the mandatories for any show are teased out early. A holistic and in-depth view of the whole event is key to working out what is really required. This includes practical details such as:
What are the audience numbers? What is the seating layout? Does it need to be interactive with people in the venue, remotely or both? Do we need multiple stages to suit the content and agenda? Do we need to integrate other entertainment elements e.g live music?
Is the event being filmed and/or streamed? What are the camera shots going to see? Is there going to be a panel session, how many people? Is content king? How many screens and of what type? Are we using LED or projection (each option has its own considerations)? How tall and wide does the scenic design need to be, are we filling the space? How tall and deep does the stage need to be, check audience numbers again!
Ensure the set reinforces the overall theme
What does the overall theme and content for the whole event design require from the set and stage – the centrepiece of the room… flamboyance or class? Functionality or technicality? Theatrical or stripped back?
And when the budget is broken down into its components, how much is it appropriate to spend on stage and setting?
Build in flexibility and the need for rapid revision
CADs and visuals are often reviewed and revised a number of times. As mandatory elements of the show impact on many of the above, it is not uncommon to see ‘Version8’ on the technical drawings of any show. Even tenancy length at the venue may need to be considered or reviewed to ensure sufficient time for build and other logistics. This is why we are keen to work with clients as early as possible for any planned event. By supporting or taking responsibility for finding an appropriate venue we can minimise the risks to budget and ensure optimal delivery.
In the end any design is always a balancing act, a delicate equation of all the above to reach a design which works for all creative, technical and practical aspects, within an agreed budget. A good production company will ensure it keeps clients’ mandatories in the forefront of their mind and is able to easily flex and adjust to incorporate inevitable changes. They also will constantly sense check to ensure that the agreed creative concept at the heart of the event retains its integrity and impact.
Handling creative and technical aspects in-house makes budget balancing and change easier. Limited delegation to subcontractors and tight control of supply chains is important for consistency and speed.
Delivering something to be proud of
In 2023 we have produced designs from the sophisticated to the simple and put the same level of craft into every one. We strive to incorporate flexibility, innovation, sustainability, safety and the highest of standards across everything we do. For example, we use only FSC sourced timber for our projects, recycling any offcuts we can and offering used timber and material to local charities for their building projects.
We invested in our workshop and a large format CNC machine which can produce perfect cuts with minimal waste due to impeccable precision. It also enables us to deliver more innovative designs.
Set and stage design when done correctly is artwork, and we take our inspiration from many different sources, and all the sectors we work with, across cultural and corporate.
Next time you are at an amazing gig, the theatre, watching your favourite gameshow on TV or at a glamourous award show in person take note of what makes it feel special. The design that is creating that feeling and impact is a very carefully considered one, designed and built by a whole team of talented people.
