Stage Design for the Meetings, Events and Broadcast Industry

What’s Next in Creative Staging

From a creativity standpoint, the staging and set design industry has benefited from the current state of business; where every aspect and expense of live meetings and events are scrutinized for value and return on investment.  Today, there is little demand for cumbersome, labor intensive, non-reusable hammer and nail sets of the past.   Set designers have to think smarter to stay in the game.

This new thinking marries the best practices of experiential marketing and the latest advancements in technology.  One hot trend is the next generation digital learning environment.  This environment leans heavily on the psychologies of color, shape, size and safe special effects to encourage attendees’ multi-sensory learning capacity while consistently reinforcing the clients’ branding and message.

A great example of a next generation digital learning environment is a content delivery system where presenter content and messaging is enhanced and supported through the creation of customized 3D Icons, animations, static backgrounds and digital motion environments.

With this technology, it is not uncommon to employ literally dozens of projectors that are programmed with a singular brain through a media server.  The end result is a dynamic pallet that is able to be projected on unlimited and unique surfaces.  An IMAX type feel can be evoked that will literally envelop the audience, as you are no longer confined to a traditional rectangular screen.  The system is also presenter friendly in that while the theme supporting décor graphics are animated on the enveloping screen surfaces, the executive messaging remains in PowerPoint or Keynote for ease of alteration and the inclusion of important last minute updates.

Technology is the driving force behind the digital delivery system, taking the objective of staging from simply supporting a meeting theme to being a driving force to deliver a message.  The old way of doing staging could supply one, maybe two designs to the meeting environment.  When you add in technology, staging becomes smart equipment and the options become limitless.  Think of it as painting with projectors.

These systems can foster a 3D environment that can change like an IMAX movie throughout presentations. You could never shoot with a camera as big as an IMAX movie and likely most would not have the budget to do it.  But you can build a 3D environment because it is completely virtual.

Digital learning environments come with added advantages.  Admittedly a bit more work in the planning stages, and an added layer of creative development, once your meeting content is pre produced and pre loaded onto the show computers, the time needed for program and design transitions is reduced to zero.  This provides much greater flexibility in your programming because the entire stage can be transformed literally with the press of a button.  And, with the use of this dynamic technology driven message support, additional room décor is not necessary.  With a more focused scenic design, you can really drive the message home, forging an opportunity to link your message to a memory, thereby dramatically increasing message retention.

One strategy that has proved to be very successful in increasing message retention is implementing moments of impact into meeting programming.   Moments of impact increase message retention and solidify the learning process by turning the message into a lasting memory.  Through a discovery process in the pre-planning stage, the client’s core mission objectives are identified and then engineered into an audible, visual and experiential interpretation of those core mission objectives and then linked to moments of impact.  These moments are defined as those memorable parts of the program that make the hairs rise on your arms — the things that people are talking about around the water cooler the next day.

The effect of these moments of impact can be tremendous.  In one case study, 52 moments of impact in a ninety minute program resulted in 155 percent Return on Investment, 200 stories printed and 16 million positive media impressions.   It’s amazing to watch the audience become completely engaged in your message with the help of a strategically positioned moment of impact. Possible vehicles for these moments could be motion video, traveling surfaces, a physical reveal or an atmospheric effect.

Technology-based smart staging that purposefully embeds messaging into the memory of the audience has secured its place at the meeting table.  Why not paint with projectors and incorporate these elements into your next meeting or event.