Case Study
A Night Guests Won’t Forget
the Village Underground — an old underground station transformed into a “Midnight Hour” extravaganza.
You’ve been asked to attend an event in London put on by the consumer goods company Reckitt Benckiser (RB). You expect a dull corporate party with the same canapes and soft jazz you’ve suffered through a dozen times this year — until your invitation arrives in the mail. “They say that there is only one beast, only one that howls in the woods by night …” the filigreed invitation reads. “We invite you into our world, as fragile as the wings of a butterfly and as transient as examining magic in the afternoon sun, dispersing into a billion little pieces right in front of your eyes.” Excitement tingles up your spine. The invitation offers “wonder, decadence, gluttony, and delight.” Maybe this isn’t the boring cocktail hour you’ve resigned yourself to. A week later, you step onto a double-decker bus that transports you through the swirling lights of the city and descend into
experienced CEOs to a level playing field. Together, 20-year- olds and 60-year-olds dressed up as their favorite characters from “Star Wars” and watched Wyclef Jean, DJ Otto Knows, and some of hip-hop’s most iconic artists like Busta Rhymes and Rick Ross perform on stage at the ornate Hammerstein Ballroom. Eventique leverages theme, costume, and performance to create incredible events that wow attendees for years to come. Want to make your holiday party one for the books? Visit Eventique.com today to request a proposal that will blow your mind.
“When you get guest participation in the theme, it’s another way of bridging the gap between attendees and the entertainers that are part of the event,” explains Eric Weilander, Eventique’s VP of creative and strategy. “Those elements almost become gelled together when everyone is looking and feeling in a similar fashion.” For the RB event, guests slowly built their costumes throughout the night, but asking attendees to arrive in costume can extend the magic and build anticipation before they even arrive. Eventique took advantage of this while designing a private birthday party in New York City’s Ascent Lounge. Guests were asked to arrive in costume for an edgy, unforgettable night of burlesque performances and provocative, enticing entertainment, enjoyed between bites of an eight-course meal. The long dinner table led directly to the stage, and the blood red curtains, scarlet candelabras, and halved pomegranates scattered down the red velvet tablecloth set the scene. Aerial opera singers, contortionists, snake charmers, and acrobats drew the guests’ eyes, pinning them to their seats with delight. “When our guests look back on a night like that and think about what they experienced, they will want to experience it over and over — but really, it’s just for one night. They can never have it again,” Liron says. “There’s something beautiful about an event as fragile as the wings of a butterfly, flirting with you. There’s a joy that comes from experiencing that type of environment and knowing you can never re-create it.” Costumes can create that memorable moment, inviting guests to step into another world. At the Brickworks Design Studio: New York City Launch event, Eventique doubled down on a 1920s theme by putting staff in flapper dresses to take guests back in time. At a Veris Residential event, attendees dressed as if they were strolling through Wynwood Arts District in Miami, putting their best high-fashion streetwear on display. For We Work’s Halloween parties — two events that Liron describes as “Burning Man meets EDM meets a winter music conference in NYC” — themes like “Space Odyssey” and “Midnight Circus” brought brand-new startup founders and
For the next few hours, you lose yourself in the cavernous brick space, imbibing smoking alchemic cocktails from the “Mad Scientist Bar,” savoring molecular gastronomy, and watching dancers twist and tumble on stage. Someone hands you an elaborate plague-era mask painted in gold, and you eventually stumble out of the underground pleasantly tipsy, half in costume, and with magic thrumming through your veins. For Liron David and his team at Eventique, who produced the Midnight Hour event for RB in 2016, theme and costume are the keys to unlocking imagination and bringing guests together — not just on Halloween, but year-round.
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