Quality furniture can have a big impact on your brand, levels of engagement and dwell time. Helen Lowe looks at how the use of the right fixtures and fittings can create a truly memorable event
What’s the secret of creating an event or meeting space where people feel at home? It’s all about what you surround yourself with. When it comes to creating a memorable event, it’s not just about making people sit up and take notice – what they sit on is just as important. The kind of furniture you use has an impact on how long visitors spend at your event, so getting it wrong can be costly.
Deciding on the right furniture for any event boils down to a few basic ingredients: style, choice and quality. Colour and shape can add confidence and vibrancy to spaces. Subtle or vibrant, calming or dazzling, there are a range of practical solutions out there in a variety of fashionable colours and finishes – from sensuous leather and contemporary acrylics, to creating powerful statements in sparkling metals.
The most important factor for anyone tasked with sourcing furniture for an event is ensuring that it is not overly conservative, or stylish simply for style’s sake. Traditional fabric furniture with metal legs may be practical, but it can make a conference or event look uninspiring and create a one-pace feel, so it’s important to consider adopting a more varied approach that will allow you to present your company in a more appealing way. The range of finishes, fabrics and colours available in modern furniture hire is huge, with contemporary and retro often going hand in hand.
Done well, furniture can be used to reinforce the company’s brand. On a very basic level this can be achieved by ordering furniture that has a natural fit with your company’s own brand colours. However, more subtle considerations can also come into play. For example, if a company is renowned for being relaxed in the way that it does business, then incorporating furniture that is rigid or hashigh arms can restrict people’s movement and make the experience feel very formal – something that would be at odds with the brand’s personality.
Likewise, you may want to use an event as an opportunity to stand out, doing something different and, ultimately, change perceptions. Introducing quirky furniture, such as catwalk benches on to an exhibition stand, or transparent perspex chairs into a conference space, could be a great way to challenge people’s first impressions of the business. But remember, sourcing furniture successfully is about achieving both form and function. If visitors aren’t made to feel comfortable their attention may wander or they might just get up and leave. How long will you be asking people to sit down for? Will they be listening to event presenters, sold to by staff, or taking time out to relax? It’s as important to think about the function furniture will perform, as well as what it will look like.
Quality matters too. Your event will not be the first one that the furniture you hire has graced its presence with, so pay close attention to finding a supply partner that can guarantee consistent quality, not just the cheapest price. The furniture you hire should look like it’s brand new, every time.
Today, it is easier than ever before to find furniture that is easy on the eye, as well as on your budget, so never be forced to settle for second best. With expert input it is possible to bring your event to life, influence behaviour and encourage people to be more engaged with your company. And when you begin to harness the true potential of furniture hire, you really will be sitting pretty.
Helen Lowe is Marketing and Events Manager for furniture, panel and carpet hire specialist Europa International, which supports corporate events, exhibitions and conferences across the UK and internationally. For further product details visit europainternational.com
