Experience is everything
London ’ s Tobacco Dock all events have to wow their audiences and those who forget risk dying , co-founder and director Jonathan Read spoke to EN editor Emily Wallin
BIke Shed at Tobacco Dock . Picture Amy Shore
Visitor experience is paramount to every event at Tobacco Dock .
Built in 1812 as a hub to bring in the rare delights of the New World into London , the Grade I listed venue in the East End is still trying to delight with new experiences .
With live events returning to full throttle co-founder and commercial director Jonathan Read believes that the value of experiences – and more discerning demands of clients is only going to grow .
Consumer clients and creative agencies have already grasped the concept , but the need for B2B events to evolve into being more experiential should not be underestimated he says .
“ Going back to when Patrick Donovan and I first got involved , what we saw as opportunity , apart from the fact that there was a shortage of large scale space in London , was actually the need for more interesting space .
“ That applies as much to exhibitions and trade shows as it does to product launches or consumer events .
“ Our starting point apart from how the space can work , was how can this amazing 200-year-old Grade I-listed building support what happens inside it ? How can it be a catalyst for creativity ?
“ Our typical creative agency clients recognise that and embrace it . The exhibitions sector is a little more challenging . We have clients who absolutely see it and can ’ t see their events anywhere else .”
The experience for organisers hosting events at Tobacco Dock goes down to the most minute detail , but might not suit those determined to stay stuck in their ways , says Read .
“ Typical exhibition organisers still have 1920s business model ,” he says “ They are thinking ‘ if I rent this space for X amount how can I turn X into 4X .’ It ’ s all about return on space . Nothing about experience .
“ Which is why those who take a massive exhibition hall fail to see the
10 — April