ONE: HEAR
Did you know filmmakers use low-frequency sound outside the human hearing range to create fear-inducing effects? This infrasound can create anxiety, shivering, and even heart palpitations. In fact, the human ear is always active, which is why the sound of something in our sleep often opens our eyes.
Sound is both a subtle and powerful characteristic of our environment; it should never be overlooked when putting an event together. Playing with sound and knitting sound into events goes beyond providing efficient acoustics; it creates a unique atmosphere for your space.
The music used while guests walk into a room, for example, gives them venue personality and allows them to absorb other noise. This is the concept of soundscape, for example, provides a golden opportunity to enhance messaging and evoke positive feelings. If you can entice your audience to pay attention and really listen, then you’ve nailed the purpose of an epic event:
Music can emotionally move an audience by:
- SETTING THE SCENE: A happy or upbeat score enhances the moment with uplifting feelings
- TRANSPORTING ATTENDEES: From remembering the past to being inspired for the future
- TEAMBUILDING: Interaction through drumming, for example, inspires connection
- DEEPENING FEELINGS: Making people feel everything from attentive to thoughtful to elated
- MOVEMENT: Beats and rhythms inspire movement, dancing, and shaking it off
By using Paul Boyter at the Momentum Leadership Conference in 2022 at Sun City, we incorporated sound to settle the audience and set the tone of breathing and connection.
TWO: TASTE
Taste is closely intertwined with aroma, a sensory duo that can transport human beings into a state of satisfied bliss. Taste and aroma play a vital role in crafting unforgettable events, stimulating the palate, and igniting the senses:
- SETTING THE SCENE: Starting with elegant hors d’oeuvres to exquisite desserts, a beautifully crafted menu can be an unforgettable journey that tells a remarkable story
- CONNECTING: Whether indulging in a communal feast or teambuilding making food together, the act of savoring food creates a bountiful shared experience
- PROMOTING LOCAL: Incorporating seasonal ingredients celebrates unique local flavors
- PARTNERING: Produce from artisans and farmers helps showcase the local culinary landscape
We can’t help ourselves when we put together our ideas; sometimes, we focus the whole event around just taste – it needs to taste good and look good. We have an eye on some new caterers who are doing creative things.
THREE: FEEL
Touch plays a significant role in how we perceive and remember events. From the texture of the tablecloth to the sensation of a hug, feeling adds a layer of richness and depth to the sensory experiences.
Engagement on a physical level cultivates lasting memories by evoking emotions such as wonder and curiosity. Exploring tactile elements and interactive experiences enhances the event journey, immersing attendees in a multisensory adventure that captivates their senses:
- INTERACTIVE INSTALLATIONS: Whether it’s a tactile art installation, a sensory garden, or a kinetic sculpture, giving guest the chance to literally “feel” encourages them to connect with their environment in a meaningful way.
- CUSTOMISED TOUCH POINTS: Personalised touchpoints, such as branded merchandise or experiential giveaways, create tangible connections between guests and the event. From engraved keepsakes to custom-printed fabrics, incorporating tactile elements leaves a lasting impression.
Behind the scenes, our team irons tablecloths. Have you ever seen 12-event pixies ironing all the tables? This gives a smooth texture on the table not only for touch but also for projection onto the cloth, something we did at a leadership summit to wow the executive guests.
FOUR: SEE
Approximately 80% of our sensory input comes from vision, so what we see and perceive is a powerful tool for event design and storytelling. Visual experiences can be leveraged to enhance events through:
- BRANDING: Design and color enhance messaging through eye-catching signage, immersive digital displays, and strategic visual branding so guests connect with the event theme.
- DÉCOR: This transforms ordinary spaces into extraordinary environments. Unusual floral arrangements, vivid lighting design, and stunning décor serve to immerse attendees in the whole event experience.
- INTERACTIVE: There’s much fun to be had using a photo booth or a 360-degree video turntable for group shots, magic, and Instagram-able moments in time.
It is all about the look, what it looks like, a feast for the eyes; we go way beyond a “blom on a table” – we think about how your eyes can feast on the lighting, set, décor, and of course, the food. We’ve used everything from recycled black bags to garlic and potatoes to create truly unforgettable gala dinners.
FIVE: CONNECT
An interesting fact about the human connection is the role of oxytocin, often dubbed the “love hormone” or “bonding hormone.” Oxytocin is a neuropeptide produced in the brain that plays a key role in regulating social behavior, trust, and empathy.
Research has shown that oxytocin levels increase during moments of social bonding, such as hugging or engaging in meaningful conversations. This surge in oxytocin promotes feelings of warmth and connection between people, strengthening social bonds and fostering a sense of belonging.
You know how it feels when you hug someone, and it feels real and envelops you – there is nothing better than that. That is what we do; we connect the dots, we connect ideas, we connect people, and we build great relationships. Keeping it real.
By engaging the senses, we create out-of-this-world immersive experiences. We look forward to making the senses come alive with you!
About: theSQUAD Creative
We’re in the business of creating unforgettable experiences.
Experiences that leave a lasting impression on everyone involved. Whether it’s a multi-day conference, an immersive experience, or anything in between, we’re up for the challenge. In fact, we thrive on it. We love pushing the boundaries and creating experiences that exceed expectations. So, if you’re ready to crush mediocrity and bring your vision to life, we’re ready and eager to collaborate with you.
Contact: Angela Duys
Email: Angela@thesquad.co.za
