Max web design

1 Comment Written by Robert on May 26, 2008 – 1:44 am

For centuries, churches have held religious services to draw people together and convey religious ideas. The building, designed setting, dramaturgy, and rituals all combine to attract and sustain many people.

Today the success of religion, political parties, initiatives, brands, and products relies just as heavily on the contexts in which their ideas are communicated, because the need for innovative products and services is not always immediately apparent and information or advertising is not always enough to generate the human desire to participate or purchase what is on offer.

There are so many similar products of equal quality on the global market today that it is now even more important to be culturally and socially relevant, to identify and communicate the mind-sets and values represented by corporations, initiatives, associations, and cities.

What do World Youth Day, the World Economic Summit, a Soccer World Championship, Art Basel, Miami Beach, Mac World, and even furniture trade fairs in Milan have in common? They are successful, temporary events, the perfect medium to attract attention and create an experience from the spirit of a brandwhether it is the Catholic Church, international economics, the World Soccer Association, or the computer and furniture industries.

Above all, they gather people together at one site where initiators, supporters, and purveyors of ideas and products can mingle with clients and consumers as well as each other.

Hence, events can be considered extended markets. Events and their design have become so important that event design is now a commodity itself that focuses on the creation of happenings ranging from exclusive one-off events in small locations to continuing series of large international occasions. The need to create cultural and emotional effectiveness has grown so much that different fields of industry have staged events that have become permanent institutions. For several years now, the automobile industry has promoted a mix of museums and adventure parks.

VW Autostadt in Wolfsburg and BMW World in Munich are examples of brand productions that have become permanent operations by constantly orchestrating new events. The obvious objective here is to develop an emotional connection between the public, the product, and its brand.

However, most are temporary, multimedia, and multi sensory events, which makes designing an event a multidisciplinary task that involves architects, communication, product, lighting, and sound designers, copywriters, project managers, and public relations experts.

Events have precisely orchestrated dramaturgies, based on a program with a motto or statement that conveys the desired corporate communications clearly and distinctly. Most events need a messenger a star like the pope, Steve Jobs, a star athlete, or top designer who can communicate this idea and attract the publicand a design with a simple, understandable, and effective symbolism.

Content determines the choice of staging which begins, according to the size of the event, with designing different forms of communication, such as invitations, press kits, newsletters, web sites, event documentation, and special give-aways (Gimmick) that all have a unified appearance. The unifying element of event design used at the venue plays an important role. This could be the brand color, fonts and materials, as well as the interior, the style of clothing, language, and imagery.

It can also include scent (Olfactory Design), and sound, light, and video projections that together create a brand-specific image for corporate or national events. The example of a religious service can again be a useful illustration here: according to the occasion, the feel of a religious event includes everything from the church building itself (corporate architecture), the symbolism of the cross, the appearance of the church ornaments, numbers of candles, lights (event look), and priests’ robes on to the theatre of the liturgy and mass and the choice of songs and texts.

For global corporations to be able to hold events in different countries and cities at the same time, it is necessary to have highly precise, sustainable planning and design programming that is accessible to people from various cultures. Event guidelines that secure a globally unified brand identity are an important tool in achieving this.

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