2017 was the year when brands woke up and realised the important role internal staff corporate events play in developing company culture: celebrating your team and making them feel valued is the cornerstone in developing a culture that inspires lasting loyalty.
“Every time you get your staff body together you have an opportunity to strengthen their relationship with you. You have an opportunity to turn them from people who accept pay cheques at the end of the month into an army of advocates for your corporate brand. Corporate events are an essential element in attracting and retaining top talent.”
Shane Holohan, Cogs & Marvel Creative Director
One of the internal corporate events we ran in 2017 was for a Dublin based tech giant and its EMEA sales team of 5,500. Flying the team in from around the world, our goal was to give them an unforgettable event experience that would excite and delight, leaving the team with a renewed enthusiasm for their contribution to the brand’s success.
Taking over three halls of Dublin’s RDS for the large group, we needed an organising idea to unite the spaces and create a corporate event experience unlike anything the team, who would take high-value production as a given, had ever seen before.
This idea, in its simplest form, was “Lights, Camera, Action!” – a movie-themed evening, focusing on three different movie genres, with activities and entertainment in each to fit the theme. But this would be more than a series of props in different areas of the RDS. We wanted to create a world in which the attendees could explore the sets of blockbuster movies and live out their film fantasies.
You arrive at The RDS, dressed in your finest, to a red carpet reception – but once you’ve stepped over the threshold though you’ve left Dublin behind and entered onto a galactic space station, ready to venture out to the final frontier. The stage set at the far end of the room immediately catches your eye. Modelled to look like the viewing vista of an intergalactic spaceship, this large-scale fully interactive piece is the key feature in the room, with screens carrying rolling content of solar systems and galaxies far far away. The content changes throughout the night, where space battles will ensue and extraterrestrial lifeforms pass by. At the centre of the stage is the DJ booth, with the same finish as the hard set of the spaceship.
Around the room, you see bars powered by the warp core’s dilithium crystals that beat in time with the music, planets circling above your head, galactic makeup stations on the balcony for you to get your Avatar on, and photo ops for you to share and remember your space adventure.
Leaving the realms of outer space, you enter the Underworld, the realm of Indiana Jones. The action here is centred around an old style expat bar where archaeologists and adventurers show off their finds, swap stories, and plan adventures.
At the core of Adventure Valley lies Temple Bar, setting the tone of action and adventure. Modelled on the Jungle Temples of Angkor Wat, the bar reminds you of all things adventure: ancient tombs, jungle foliage, and monolithic sites. Surrounding the Temple Bar are ancient Obelisks: stone towers that frame the bar and add to the temple/jungle feel.
Suspended from the ceiling overhead is the infamous rope bridge, where an old-style army jeep in caught driving across the precarious rope bridge made by the local villages.
Along your way, you stop to get your photo taken swinging across the ravine, climbing a tree over a crocodile-infested river, or wrangling a dinosaur.
In the final room, watch your every magical fantasy come to life. Stepping into the fairytale fantasy room you’ll peer through the looking glass, step foot into the magical forest, climb the beanstalk, and create your very own magic potion.
You enter into a candy coloured wonderland. Here there are mounds of grassy areas where party guests can sit and view giant birdcages suspended in the air.
This area leads to a candy-themed staircase where guests ascend through the cascading dry ice to the candy lounge. The candy staircase is made from liquorice allsorts steps, with a rock candy handrail and candy cane posts.
The Mad Hatter’s bar is in the centre of the room, bridging the garden party to the enchanted forest where the “tree trunks” are washed in ultraviolet light towering above you while functioning as poser tables. Colourful strip lights are draped over tree branches and cascade down from the sky, with giant mushrooms, lily pods, large logs for guests to sit on, and oversized swings for guest to play and lounge.
After drinking the shrinking potion, you find yourself in an oversized parlour room. This large-scale photo op comprises of a panelled Victorian door, antique wallpaper, and a giant dining table with supersized playing cards suspended from the ceiling. On the reverse side of this space, you can engage in a game of croquet, where the hoops are playing cards and the sticks are pink flamingos.
At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.
Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.