Corporate Event Entertainment: The Age of Multi-sensory Experiences08 Mar 2019, Posted by Corporate, corporate event, Entertainment, Uncategorized in
Corporate event professionals looking for event entertainment have two priorities in mind, increase engagement and deliver experiences that stick with their audience.
Events that stimulate multiple senses create an enticing ambiance and increase engagement as guests interact and share. Here’s how you can use these concepts in your corporate events to provide a much more emotion- and thought-provoking time for your guests.
5 Examples of Multi-Sensory Productions That Get Noticed
Strolling Personalities and Animations
These are not your traditional “candy/cigarette girls.” Today’s strolling personalities are engaging performers outfitted in dream-like fashions.
Sam Welply, Wellpleased’s Director, shared an instance when multiple senses were used to make a big impression at the Wanderluxe Gala, a fundraiser for Herbie Fund of SickKids presented by Air Canada. A dance choreography was created in costumes made of thousands of rose petals. The experience was not only enhanced with accessories, but also with the addition of essential oils from the rose petals, allowing the girls to give off the actual scent of roses while they danced.
Living statues create amazing photo ops as they strike a pose in front of the audience. Keep in mind these kinds of entertainers should do more than just provide an interesting sight. They may have tactile costumes made of alluring fabrics and use music or sounds to draw a crowd.
Live Art Performances
Live creation performances turn crafting and art into entertainment. The art can be personalised to your event or the person requesting it. Either way, it becomes a memorable moment to watch the piece evolve from its first strokes into a masterpiece.
Interactive Costume Performers
Costume performers come in a variety of types that can fit any theme. Add some LED lights to their attire and you can have a memorable corporate event. For instance, what could have been an ordinary meet and greet transformed into a “starry night.”
The performer inside the exclusive costume used movement and colour-changing lights to wow the audience. But it wasn’t just a visual performance. The costume also incorporated the tactile sense. The costume reacted to guest touch by changing the light colour and moving its spikes.
Another engaging example of a larger multi-sensory installation is a 360-degree show. Everyone in the audience can enjoy their view as the action continues on all fronts and possibly, a variety of mediums. There isn’t a bad seat in the house.
The Importance of Employing the Five Senses in Your Corporate Entertainment
Multi-sensory events are more than just entertaining. They are memorable and not just because they are fun to behold. Scientists discovered that the auditory, visual and olfactory cortices of the brain each store memories based on the sensory information they are processing.
That means your multi-sensory event is remembered in more areas of the brain, improving the likelihood that the audience will be thinking about your event in the future. Always a good thing.
Let’s take a look at our senses and how they can be used for greater effect.
While all event entertainment employs sight to interest an audience, some also use lighting or projections.
Other corporate event entertainment marries the sense of sight with sound for spectacular results. But if you want to evolve into a much richer audience experience you should consider how the five senses tie in.
- Sight: motion, lighting, projections, and impressive stage design
- Sound: music, effects, and soundscapes
- Touch: rich fabrics, interactive walls, misters/fog, and textured surfaces
- Smell: food, flowers, and essential oils
- Taste: menus and samples
Sight is the most often used sense and it is the fuel for most social media shares. Guests love photo ops and sharing visuals on social. Visuals evoke strong emotions. With lighting, projection mapping, extreme visual performances, and immersive theming, your event can be transformed into a visual masterpiece.
Sound commands attention. It can be used to create drama, set a tone, and get audience focus. Sounds can also evoke memories and increase emotional response. For instance, some sounds can make an audience tense or more productive (light classical music has been known to increase speed of thought, for instance). Music can also be used for introductions and to establish patterns and expectations on activity or to personalize an experience and create a connection.
Touch can be welcoming or reassuring. But when we speak of touch in events, it’s more than a handshake. We are referring to the complete tactile sense, hands-on learning; kinesthetic interaction with lighting, walls, or costumes; and luxurious fabrics and surfaces are employed for a multi-sensory approach.
Smell is one of the best senses to use for evoking emotion through memory. For instance, an Olympic swimmer may experience a rush of adrenaline when they smell chlorine because they associate it with a race. In this situation, it is not only a memory that resurfaces but an emotional reaction as well. Most event planners would love for a smell to remind someone of their event long after it has occurred.
The menu can be used to deepen the theme and enliven the experience. Certain tastes and spices are attributed to distinct time periods or cultures. Also, the trend of local sourcing and fresher food creates much stronger flavors and appealing meals for guests. Regional specialities can add interest, pique curiosity, and provide new tastes. The same goes for local beverages.
You may already be thinking that some of these are impossible in your corporate event. Or maybe you’re thinking that when the event is reviewed in its entirety, you do accomplish them all but at different times. However, a savvy corporate event planner learns how to employ many of them at the same time. That cumulative effect of multi-sensory stimulation makes an impression and drives action. That’s why so many retailers use multi-sensory approaches in their stores.