Cor­po­rate lounges of­fer light brand­ing

Enterprise - - Contents -

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’ ◆

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