Intimate. Immersive. Resonant. Captivating. Memorable. Beautiful. Aligned. When planning a brand event or product launch, this is the vision.
But where? It’s all been done before – the hotel ballroom, the conference room, the exhibition hall… And while the ballroom may be glamorous, and the corporate suite is spacious, these rooms are specifically designed to appeal to everyone, offend noone and are often lacking in personality – meaning you don’t just have to design the event itself, you have to design the visuals of the space as well.
Brands are looking elsewhere and we’ve got the in.
More Than a Venue – A Storytelling Experience
As the creator economy grows and grows, and brands are increasingly prioritising authentic storytelling, the choice of location for a brand event plays a vital role. Much the same as when the content that built the brand is being created, the space an event is held in is more than just a backdrop, it grounds the entire experience in emotion and narrative. The goal is to create an atmosphere where influencers, media and guests feel like they’re part of something exclusive – thoughtfully intimate and most definitely not a launch by numbers.
Real life, characterful spaces whose personality aligns with the personality of the brand does so much more than hold the space. When you find the space for your product launch or to promote your product, a lot of the visual design of the event is taken care of. All that’s left for you to do is make sure the right people get there and that they have a great time!
And they will – real-life, authentic-feeling spaces provide a deeper emotional connection, allowing guests to experience the brand in a real-life setting that aligns deeply with the brand’s aesthetic and values, rather than a neutral, corporate environment. These events feel more personal – encouraging natural conversations, organic content creation, and genuine interactions between guests.
What Makes a Space Suitable for Events?
Not all residential properties are suited for large-scale events. Just like location scouting for a shoot, choosing the right event space requires careful consideration:
- Capacity & Layout: Can the space accommodate the number of guests comfortably?
- Accessibility: Is parking and transport sufficient for invitees?
- Lighting & Aesthetics: Does the space visually enhance the brand’s message?
- Facilities: Are catering, seating, and tech requirements met?
When done right, brands align their event locations with their identity, ensuring the setting reinforces their vision instead of working against it.
Matching Location Seekers with Property Owners
Many property owners are open to hosting brand activations, but clear expectations and preparation are key. SoScout acts as the bridge between brand visionaries and property owners, ensuring smooth execution and contractual agreements.
This also eliminates last-minute disruptions. Just as a well-prepped shoot location prevents setbacks, a vetted event space ensures a seamless experience for the brand and its guests.
The Influence of the Creator Economy on Events
The creator economy has reshaped not just content production, but also experiential marketing. Brands are now seeking immersive, influencer-driven events where behind-the-scenes footage becomes part of the campaign.
Product launches and brand activations are storytelling moments designed for digital creation and consumption. When hosted in a well-chosen space, influencers, guests, and media will need no encouragement to create social content or create audience interactions – the space becomes an essential part of the brand’s digital storytelling strategy.
Consumers crave authenticity, creators drive innovation, and brands that integrate immersive storytelling into their events will thrive in the new era of engagement. If live events that encourage real-time, authentic, digital content creation and an experience that guests will talk about are the dream for your brand, get in touch to start planning your event now.
