Our pharmaceutical client came to us with a big task and grand vision: to transform an underground meeting space into a field of wildflowers. The overall goal of this program was to bring guests together for an educational seminar and demonstration on the pharma company’s newest product line, as well as re-educate attendees on their other product lines. This was to be accomplished in a three-day program with two waves of attendees. Due to the extremely busy schedules of the attendees, our client chose an airport hotel property to get attendees in and out quickly. Unfortunately, the space contracted was not as big as the group realistically needed, but there was no turning back! We had to make it work!
The client’s vision was for the entire ballroom to “grow” from floor to ceiling with greenery and florals. The vision also included converting the foyer into a scenic activation area that focused on engaging the attendees to recap the benefits of their additional product lines. Each activation’s look was designed to play off a product’s specific branding colors.
The main WOW-factor for the program focused on the ballroom, where all daytime meals and an evening gala dinner would take place for both waves. The main challenge was that once we set the room, we would have no opportunity to flip it for the gala dinners. We had to focus solely on lighting to transform the room from a daytime to evening look.
We covered the entire ballroom floor with seamless white flooring to provide the room with a blank canvas. From there, we brought in a floral installation to hang from the ceiling, floral walls, and photo backdrops surrounded by “growing” florals at the base of each wall, a custom branded neon logo, mirrored furniture to reflect the florals from every angle, and beautiful gold and white furniture groupings to tie the entire room together.
The result was stunning for the meeting attendees! It also won our client an industry award for planning and executing the most unique meeting of the year as voted on by their attendees.
