Films and literature
The team from Event Prop Hire told us that some big movies will be hitting our screens in 2015, and ultimately they will have a knock-on effect as to what clients will want for their summer events theming. This includes Jurassic World, as well as numerous superhero films coming to our screens, and Disney’s first Star Wars movie.
There are also some big milestones to be had from the worlds of screen and literature, including the 150th anniversary of Alice in Wonderland, as well as 30 years since we went Back to the Future.
Mixed-up food
A number of exhibitors stressed the changing landscape for food at summer events, including Carly Mitchell, deputy head of Ultimate Experience at Concerto Group. She said: "Food is changing for summer, it’s not just about seated dinners anymore."
The Harbour & Jones Events team agreed and said grazing will be big in 2015 summer events, as well as street food-style service and 'mini dinners'. They also nodded to a resurgence in fusion food, particularly when it comes to Japanese and Mexican cuisine, as well as the need to produce clean, organic food that heralds sustainable roots.
Experiential is key
It always seems to be the buzz word for any event, but it is particularly true for summer events according to our experts. Ultimate Experience’s Mitchell said clients are being more savvy and are looking to "play around with an event more now than ever".
According to team Harbour & Jones Events, we could see more in the way of interactive food stalls and hybrid mini festivals this year, and representatives from The O2 believe experiential in the way of brand partnerships will be key for the summer 2015 season.
Tech infusion
We cannot ignore how big a role technology plays in events anymore, but The O2 team believe social media-enabled photobooths, hashtags and the importance of good wifi will be integral to the success of summer events, ensuring guests can share their experiences, as well as engage with the event both online and offline.
British history and regality
Milan Thakrar, business development manager at Historic Royal Palaces, said his team are trying to win over clients this summer by showcasing how history can be fun and how they can get corporates to relate to the venues' heritages. "Henry VIII is quite popular at the moment, and obviously we are seeing the William and Kate effect," he explained. "The poppies installation at the Tower of London also meant we could showcase Britain's history to a more modern consumer, as well as bring a new approach to events."
Venues in a new light
Thakrar explained that while the Historic Royal Palaces are quite traditional, it is trying to showcase how diverse they can actually be for summer events. "We recently hosted a yoga fam trip, which means our clients are thinking of our event spaces in a new way. We have also teamed up with Wildgoose to deliver team-building experiences at Hampton Court Palace."
The O2 team echoed this point and said it is trying to entice event organisers to move a little outside of central London to host their events so that guests get to visit locations that they traditionally might not have gone to because of location.
Bringing the outdoors in
We all know we can't guarantee on the British weather being sunshine 24/7 during the summer months, which is why Gemma Hamilton and Rebecca Hadley from Camm & Hooper believe it's better to using indoor spaces no matter what the weather. "It's all about bringing summer inside," said Hamilton. "We always use things like garden games, outdoor gyms and even summer smells inside venues to ensure guests get to enjoy traditionally summer activities, or experience the hotter months, in the comfort of a covered environment."
What are your summer event trend predicitions for 2015? Comment below to let us know.
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