FURNITURE
JUNE | SECTOR FOCUS
Furniture is integral to an event’s atmosphere,
and real expertise makes all the difference
GOT THE POWER?
New furniture products are
being demanded to keep event
concepts fresh and practical,
according to Helen Lowe,
events and marketing manager,
Europa International, who says
the company’s ‘Power Bench’
seats were demand-led from
organisers who wanted seating
in a coffee shop area or VIP room
where people could take five
minutes to catch up on emails
and be able to recharge their
laptop/tablet or phone at an
event.
“It’s incredibly important to
think about your audience first
and foremost when putting on
any event. Let’s use a drinks
reception as an example. In
this scenario, you really need
to make sure you have enough
poseur tables so that people
can rest their drink
or canapés,
especially
when trying
to conduct a
business card
exchange.
Who wants
to be balancing
your plate in
between your teeth
with a glass of fizz in one hand
desperately trying to dig deep
for your card from your pocket?”
she adds.
How furniture is presented
meanwhile, is also paramount.
Lowe says: “Over the years the
most common ‘go to’ when it
came to event furniture was
black and white. These products,
situated in a blank canvas of a
venue with the right lighting
can really have that wow factor.
But more recently we have
noticed people are looking
for that splash of colour by
using bright furniture, or even
creating the ‘industrial’ feel with
metal chairs which seems quite
on trend at the moment.”
THORNY ISSUES
Elsewhere, new design
inspiration is dominating the
agenda. Thorns has embraced
Nordic inspiration with its
Scandinavian inspired product
range. “This range has
been developed
by todays
‘warehouse
meets
industrial’
vibe yet still
maintains
simplistic and
unique features
inspired by Nordic
styling,” says Adam
Aston, group sales director.
“We’re also having a very
quintessentially British year
with the Royal Wedding which
has inspired the launch of our
beautifully crafted Vintage
Collection. This adds an elegant
twist to any occasion and sets
our product portfolio apart
within the marketplace.”
The market can be
unpredictable however. “We’ve
found that tenancy is an ongoing
challenge and fully appreciate
that budgets are tighter
nowadays. As contractors
we need to deliver excellent
customer service within shorter
timescales; not only to get the
job done but to continue our
reputation as a leading furniture
provider. We’re continually
being asked to supply hire
equipment to quirky venues and
creative spaces with incredible
surroundings however access
can often be very challenging for
our operations team.”
“Sometimes furniture can be
considered as an afterthought
and, when it comes to ordering,
the right products may not be
available. We would always
advise event organisers to
involve their suppliers, as
specialists, from initial concepts
all the way through to delivery.
By throwing us your ideas we
have the opportunity to show
you what we can do. Nothing
is ever unachievable and with
this approach we can, and have
turned the craziest of ideas into
a reality so don’t be afraid to
challen ge us.”
“Currently, hire furniture
is very much up to date with
homeware styles; after many
years of white furniture
dominating the market we’re
now seeing pastel and mineral
colours influencing trends.”
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