Challenged to create an event that would motivate delegates to help achieve the company’s ambitious growth plans, we conceptualised Planet Dunelm; providing the perfect opportunity to integrate brand strategy into the event experience, exposing delegates to ideas and concepts behind the strategy in a fun, creative and engaging way. The creative wrapper gave the conference an immersive platform to deliver maximum interaction for delegates over the two-day event.
Showcasing the ‘what’ and the ‘how’ of Dunelm’s brand strategy was integral to this year’s conference. Intending to give clarity to the store management teams on the vital part they play in the pursuit of growth of sales and improved customer experience during the peak trading period from September to January, and beyond.
Journey into Space
We relished the challenge at Meet & Potato, fully investing in the event theme, transforming 5,000 sqm of the Ricoh Arena’s Ericsson Hall into a multi-sensory, intergalactic experience. On 28th September Planet Dunelm was born.
Delegates arrived to Quarantine where they collected their passes, immediately making their way through to the ‘Blacktangle’; an interactive holding area immersing delegates in an interstellar environment. The excitement in the air was palpable as delegates eagerly awaited the official start of their journey. An outer-space themed soundscape filled the area, as a central Communications Chandelier displayed fantastic, on theme video content, which immediately brought the key messages to life through clever use of lighting and AV.
Tension built with a countdown appearing on a kabuki screen, followed by a hologram led opening VT, and a breath-taking kabuki drop to reveal the main room. The production in this environment alone was hugely impressive – piquing all senses.
Moving into the main plenary space, styled as ‘The Mothership’, the presentations were held in the round. The inclusive nature of the set and stage helped create a feeling of a committed team working together to achieve the business mission. Inspirational presentations from business leaders, were followed by breakout sessions in themed environments, where delegates interacted with the five key business areas that will contribute to future success.
Product, the lifeblood of the business, featured throughout, and was showcased on Day 2 with an exhibition that was quite literally, out of this world. Fun was also never too far away. An intergalactic dining experience, and a visit from the dancing Stormtroopers “Boogie Storm” were a huge hit with delegates. On-site feedback, provided through the Slido platform, revealed the impressive extent to which delegates had engaged with the key messages, and were ready to return to their stores with ideas and inspiration to pass on to their store teams.