EXPERT OPINION

22 March, 2017

525

Daren Newton, director and co-founder, Media 10 says design shows require a unique approach.

Production values
Once you have decided on the level of visitor and exhibitor you want, make sure your production values are in line with this, i.e. if you want to attract the top end, you must budget for a high quality production and finish on everything you do.
Marketing support
When promoting a design event, it’s more important to work with publications and media that offer the perfect brand alignment, rather than going for as much coverage, in as many design publications as you can. If this isn’t taken into account, you could easily damage the image you are trying to create, resulting in your target audience feeling it is not the right event for them.
Venues are vital
The design industry has an eye for a good venue. We take a highly selective approach to luxury design events. LuxuryMade, for example, takes place within a unique setting, some of which has been hidden from public view for over 20 years: Olympia’s Pillar Halls.
Content is key
Design professionals have an unquenchable thirst for inspiration and knowledge, therefore, talks, installations, good show design and, of course, the right level of exhibitor is the key.
Start with the leading
In design, you have leaders and followers, so it’s obviously important to start with the leaders, but unlike other industries, this doesn’t necessarily mean the biggest and richest brands; it’s more important to include the most influential ones, or whoever is the cool name that year.
Decide on a level and style
The design world is made up of several different levels of quality and style; once you decide on yours you must never stray from this. Mixing high-end with low end will be a disaster: you will not only upset your exhibitors, but also confuse your visitors.