Concept
As part of its annual Adobe Summit for digital marketers, tech brand Adobe hosts a Summit Party, a celebration that seeks to provide delegates with the opportunity to network, unwind and experience the brand in a new light.
To deliver the event, Adobe sought out event organiser Taylor Bennett, with whom it has worked on the summit for the past eight years, as well as production company The Full Effect.
"We set about creating an experience that no one would have seen before," says Helen Yarrow, EMEA corporate events manager at Adobe.
Russell Bennett, creative director at Taylor Bennett, explains the idea behind the 2015 instalment: "We created four different, original concepts for the party with our entertainment partner The Full Effect. "We settled on the idea of 'Hi-Life,' a city-top concept where we transported delegates to the top of a skyscraper."
The experience
Bennett says attendees enjoyed a range of experiences at various stages throughout the night.
"To enter the party, delegates first went through a large lift with LED graphics that read 'going up'. They were then led into a dark tunnel and over a bridge with 3.9mm LED panels beneath them - these displayed a city metropolis and gave guests the impression of being way up in the clouds.
"As people entered the actual event space, vents shot out jets of air and smoke to enhance the rooftop feeling. Meanwhile, reversed neon signs surrounded the space, giving the illusion of being on top of a building."
Yarrow adds: "The idea of transporting delegates high up onto a city skyline really captured our imaginations and gave us lots of creative opportunity to create an environment that was full of intrigue and delivered the unexpected."
The room featured a large, Adobe-branded water tower in the centre, surrounded by a bar. There was also a rooftop ice rink and secret garden.
The main performance stage hosted headline act Bastille, and had moving fans, air vents and a laser show.
"The city-top ice rink and secret garden gave us a chance to create fun areas within the party. Alongside this element, performers kept delegates engaged with photo opportunities," recalls Yarrow.
"A digital 'heads on famous bodies' Photoshop area enhanced the creative application side of our business too."
Success
Bastille's performance at the party attracted around 4,000 delegates. More than 31,000 posts, with a reach of 133 million, were recorded across social media channels during the two-day summit.
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