It’s genuinely impossible to quantify, so we can understand why it never quite makes it on to the list of necessary requirements when considering venues, but it’s why we’ll always chuck a couple of wildcards in to the mix when hunting for the perfect space for every activation. It’s in the quirky unusual buildings that are perhaps a little rough around the edges; the spaces beyond the white box blank canvas; the locations that aren't on the main thoroughfare but tucked down a side street; where it’s usually found. We think if you can harness that feeling and lean in to the idiosyncrasies of a place rather than trying to rigidly shoehorn a pre-fabricated idea into a space, you can really create that bit of extra magic.
It’s the reason that EDNAEDNA encourage our clients to nail down a location as soon as possible in the planning process. The perfect space could totally transform your idea and our recommendation. Is there another floor you weren’t expecting? A design feature that took you by surprise? Is it on a particularly quaint street? Are the finishings super modern or is it a period property? Does it just feel kind of…spooky? Okay, so maybe just for Halloween on that last one, but you get the picture. It’s great to look for your venue with ideas in mind, but we've seen clients come to us with set visions of what they're expecting from their experiential activation who are then left feeling disappointed if the 'perfect' space doesn't actually exist. As much as we love it when clients have a creative vision and fantastic ideas, we value an open mind just as much.
Never is this open-mindedness more relevant than when seeking a venue for something immersive and theatrical. At EDNAEDNA, one of our great loves is site specific theatre and how staging something outside, or underground, or in a giant manor house (rather than on a stage) can have you fully immersed in the world of the play even before the actors take to the stage. And we're slowly noticing this desire to immerse customers spreading in to the commercial world too, with stores transforming themselves in to retail wonderlands, and brands harnessing the power of temporary pop-ups and installations whose sole purpose is to elevate the every day offering of the brand in to a magical, temporary experience. More of this to come, we hope!
EDNAEDNA like to focus on the detail when invading a space, and really hone in on the little things — that 'je ne sais quoi' — which take your event the extra mile. We consider the nuances of a venue as one of those finer details, and get to know a space inside-out before we invade it. There is something so satisfying about working in harmony with a location, alongside the history or layout of a place to really bring out the best in it and, therefore, the best of your campaign. We're continuously on the lookout for new and exciting experiential locations that we can invade and transform for our clients so do let us know if you have any fantastic spaces hidden up your sleeve!
It’s genuinely impossible to quantify, so we can understand why it never quite makes it on to the list of necessary requirements when considering venues, but it’s why we’ll always chuck a couple of wildcards in to the mix when hunting for the perfect space for every activation. It’s in the quirky unusual buildings that are perhaps a little rough around the edges; the spaces beyond the white box blank canvas; the locations that aren't on the main thoroughfare but tucked down a side street; where it’s usually found. We think if you can harness that feeling and lean in to the idiosyncrasies of a place rather than trying to rigidly shoehorn a pre-fabricated idea into a space, you can really create that bit of extra magic.
It’s the reason that EDNAEDNA encourage our clients to nail down a location as soon as possible in the planning process. The perfect space could totally transform your idea and our recommendation. Is there another floor you weren’t expecting? A design feature that took you by surprise? Is it on a particularly quaint street? Are the finishings super modern or is it a period property? Does it just feel kind of…spooky? Okay, so maybe just for Halloween on that last one, but you get the picture. It’s great to look for your venue with ideas in mind, but we've seen clients come to us with set visions of what they're expecting from their experiential activation who are then left feeling disappointed if the 'perfect' space doesn't actually exist. As much as we love it when clients have a creative vision and fantastic ideas, we value an open mind just as much.
Never is this open-mindedness more relevant than when seeking a venue for something immersive and theatrical. At EDNAEDNA, one of our great loves is site specific theatre and how staging something outside, or underground, or in a giant manor house (rather than on a stage) can have you fully immersed in the world of the play even before the actors take to the stage. And we're slowly noticing this desire to immerse customers spreading in to the commercial world too, with stores transforming themselves in to retail wonderlands, and brands harnessing the power of temporary pop-ups and installations whose sole purpose is to elevate the every day offering of the brand in to a magical, temporary experience. More of this to come, we hope!
EDNAEDNA like to focus on the detail when invading a space, and really hone in on the little things — that 'je ne sais quoi' — which take your event the extra mile. We consider the nuances of a venue as one of those finer details, and get to know a space inside-out before we invade it. There is something so satisfying about working in harmony with a location, alongside the history or layout of a place to really bring out the best in it and, therefore, the best of your campaign. We're continuously on the lookout for new and exciting experiential locations that we can invade and transform for our clients so do let us know if you have any fantastic spaces hidden up your sleeve!
