Corporate lounges offer light branding
Corporate festivals attract a unique gathering of clients, media, and brands amid a host of lively activities. Modern festivals now accommodate such gatherings by offering revolutionized corporate lounges which are proving to be ideal for making creative productions and presenting the best guest areas for reinforcing corporate hospitality.
A creative combination of draping, lighting, furniture and various props and styling items provide the ideal surroundings for corporate heads and celebrities to network.
Apart from the creativity of design, modern corporate lounges demand technical innovations including sound system, stage and mood lighting, rear projection for presentations and plasma screens and laptops to facilitate the corporate executives to watch live programming, check their emails and get the true brand experience. Festivals cannot go unnoticed, therefore to assist and make use of the media, interview and broadcasting pods, branding vinyls and signage are the general necessities.
Corporate lounges are created to “bring a VIP feel to the event”. There is a move in general not to plaster these areas with the brand. Clients want to be tasteful with their brand. But the taste is best preferred by the clients in subliminal ways. Therefore, there is also a need for a corporate lounge to be kept from looking overly commercial. The lounge should be more focused for providing a beautiful event space rather than screaming the brand logos. The clean, modern, beautifully designed space is as much a branding statement for the clients as any signage would be.
A successful corporate lounge suits the mood of the target audience. In order to take care of the diverse range of target audiences, lounges are now designed for people from all walks of life and ages. Lounges may not necessarily carry fancy fixtures but laid- back or plain outdoor looks also please certain audiences. Thus, it has become increasingly important to reflect in the lounge the demographic characteristics of the audience.
Corporate lounges at festivals are also meant to create a personal experience of a brand with its relevant industry and equally with the consumer. This is done by arranging separate dinners, speeches or a oneon- one interaction and other innovative demonstrations to get potential consumers and other stakeholders involved in the brand. Termed as most desirable and competitive, the experience of a corporate lounge bridged the gap between the corporate sector and entertainment sphere at festivals. This factor is clearly reflected by the presence of celebrities at corporate events. Most importantly they have become the front faces of brands. Thus, corporate lounges allow open communication as part of the new century’s ‘light branding’ ◆