Events are often viewed as a fanciful escape from everyday life, but many designers are suddenly taking inspiration from the home. Whether it’s an event held in a private residence or residence-turned-event space, or the use of overstuffed armchairs, area rugs, and other homey touches, residential-inspired decor is on the rise.
Much like the trend of upscale comfort food on catering menus, the effect is informal but luxurious. And some event marketers say it’s a subtle yet effective way to communicate a brand’s message. “The attendee experience at an event usually needs to have a long-term impact. By incorporating a brand or message into a lifestyle or experience, there is more potential for longevity or retention. The attendees associate the brand with the experience conveyed through an environment, not just through branding or talking heads,” says Jessica Bing, executive producer at New York-based Empire Entertainment, which added residential touches to the launch of Google’s Boutiques.com. “When done elegantly and artfully, the guest leaves the event with an overall impression, while not feeling like it was forced or brand-heavy.”
