Chief Creative Officer
TINSEL Experiential Design
What was the most memorable event you’ve worked on?
I come from a graphic and web design background, so I’m always inspired when digital elements can be incorporated into the environmental design. Last year, we produced a “Dinner in the Clouds” for LeSportsac, where the entire space was covered in reflective surfaces and a massive canopy of balloons. To continue the visual trick of stepping into a cloud, we designed an animated projection loop of the sky. Looking to upcoming holiday parties, we are incorporating some really innovative projection-mapping and virtual reality elements. I always appreciate how digital tools can add an extra layer of experiential magic.
What was the aha moment that made you love events?
As much as I love seeing events come to life, I’m most excited about what happens afterward. I love the idea of the “artifact”—or the video and photographic content that captures the atmosphere. How do guests share the experience with people who weren’t necessarily at the party? How do we, as vendors, tell the story of what we produced? How do certain images become iconic or viral in the digital space?
Any advice for up-and-coming event pros?
Embrace the things you’re good at, and build a team around you to take care of the rest. And be religious about your budgets, profit margins, and projections. That’s the only way to take your business from a challenging hobby to a sustainable business.