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Debenhams Redesigned Conference 2017

The Challenge

With the recent arrival of a new CEO, Debenhams wanted to bring all colleagues together for the first time to communicate their exciting new strategy and future direction, culminating with a fashion show to showcase their fantastic range of products and designers. The event needed to reach audiences in head offices in both London and Taunton.

Creating the extraordinary

The iconic Roundhouse in Camden was the ideal canvas to stage the London event, in terms of both its stylish, distinctive event space and convenient central London location.

Impactful, eye-catching venue branding was installed at each touch point of the guest journey, from the external window wraps on arrival through to the main event space, ensuring delegates were immersed in the experience from the moment they arrived.

The 4m LED set backdrop and white gloss catwalk stage provided a real ‘wow factor’ focal point when people entered the room. It provided the perfect showcase for the bespoke videos and screen content created by HGA, before seamlessly transitioning to a striking video backdrop for the fully-choreographed fashion show.

Alongside the event management and content support, HGA also provided a registration microsite to manage guest responses as they selected attendance for either morning or afternoon sessions, and a delegate management service for online queries. Onsite, our registration team were on hand to instantly print and distribute delegate badges and lanyards on arrival, smoothly and successfully registering and seating 1,000 guests per session in 45 minutes.

The buzz around the London event was palpable, so for the Taunton audience, we faced the challenge of recreating the impact and creativity of London on a much smaller scale. We opted for the local Brewhouse Theatre as smaller (but perfectly formed) platform to convey the same business content, with an adapted fashion show to utilise the different stage space. The theatrical setting and impactful set lighting echoed the drama of the Roundhouse and proved a great hit with the audience.

Our client summed it up with this great feedback after the event:

“…the team worked brilliantly with us to create a great event and strong content.  The business has not seen anything like it before and the feedback from our CEO, Board and colleagues has been amazingly positive.”

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