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the environment they are
in, be it trade or consumer.
This has a direct impact on
how they experience the
show, how they spend time
and money and is crucial
as to whether or not the
event organiser achieves its
objectives.”
The pair are now seeing
organisers embracing the
idea of different types of
exhibition spaces which use
more colour, different fabrics
and raw materials.
Britton says: “It
demonstrates a new thinking
which reflects modern
hospitality and lifestyle
trends.”
Recently, Creative Hire has
invested heavily in product,
bringing in more than 1,200
new items, in addition to
investing in infrastructure
at its warehouse, adding
four new loading bays
and three new mezzanine
levels, and introduced new
recycled furniture ranges
and sustainable covers for
furniture.
On the topic of
sustainability, Aston says:
“We are not content to have
a certificate that says we are
‘green’. We know exactly
how each piece of furniture
is made and the story behind
it.”
As a result, Creative Hire
has become the fastest
growing furniture contractor
in the UK and brought 33
new organising companies
onto its books since April
2019.
The company’s hashtag
‘#letsgetcreative’ is being
used more and more by
58 — April
organisers they are working
with as they embrace the
company’s stance. Britton
and Aston were delighted
to win three EN awards last
year recognising Creative
Hire’s different approach.
This ethos runs right
through the company, with
Lois Furlow, who joined
in 2019, but who has years
of exhibition experience,
winning the EN Unsung
Hero award.
Despite the accolades, they
are not ones to rest on their
laurels.
Britton says: “We are facing
unprecedented challenges.
Coronavirus is having a
huge, huge impact and of
course we are worried.”
Aston says they’ve had
many conversations about
postponed shows and people
unsure about the future of
the industry. He remains
optimistic, however, saying:
“We will get through this.
Maybe the industry will
be a very different place,
but we’ll be ready to work
with organisers to make
their shows environments
where people want to come
together again.” EN