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The agency, part of Concerto Group, said the event marked its soft rebrand, as well as allowed the venue to showcase its space to an invite-only group of guests from creative industries. This included representatives from Alexander McQueen, Atlantic Records, Capitol Records, Channel 4, Fox, ITV, BBC, MTV, Paul Smith, Louis Vuitton, Sony Music, Spotify, Virgin Records, Vivienne Westwood and Warner Bros.
Mask worked with a number of event partners including Bubble Food, We Are Tea, Greenall’s Gin, Full Circle and The Urban Flower Firm (TUFF) as part of the event.
Guests were welcomed in an ethereal, but traditional event space for champagne and canapés, before the ‘Gatekeeper of the Underworld’ made an appearance enticing attendees with his promises of what lies on the other side.
He then led guests through the Dickensian Lightwells, clanging a bell to cleanse the Deadhouse of evil spirits en route. Characters lurked in the shadows en route and all event staff were in costume.
The Gatekeeper explained to guests that Deadhouse inhabitants do not know they have passed, including the child ghost with her dollhouse, the plague doctor dispensing his wares, the child violinist roaming the corridors playing her mournful swansong, the lonely clown and the girl group – also known as the Hey Las – who performed a set specifically written with Mask for the event.
Eccentric and deadly floristry was provided by TUFF, including the scent of hyacinths, a giant tree composed of mannequins and branches stretched across a long dining table that was laid Miss Havisham-style for guests to perch at whilst enjoying food from Bubble and cocktails from We Are Tea and Greenall’s Gin.
Penny Porter, head of bespoke at Mask, told Event: "This event is the realisation of a dream that we hatched with Somerset House over a year ago and the creative process has been a thrill. It was all about the timing and finding the right partners with a shared vision to bring Welcome to the Deadhouse to life and generate a popularity and a buzz beyond our wildest dreams.
"Because our events are all about guest experience, we were all in character and therefore able to observe and enjoy guests faces as they walked through the Lightwells and into the alcoves of the Deadhouse to interact with the inhabitants and their gifts. Client feedback has been outstanding, we’re beyond delighted, but the challenge now is to find brave clients that want to take things to the next level – our door is open."
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