The Gist

Special D Events’ client, a leading provider of medical technologies for the health care industry, hosts a 1,000-person annual sales conference in a different city each year. Special D Events served as its creative partner in Detroit, designing and executing an off-site event that was exciting and on message.

Objectives

Create an environment that was distinctly Detroit, but also unique enough to engage and satisfy this group of well-traveled attendees. Brand the space so it was clear this experience was completely custom.

Solutions

Special D Events played off the client’s passion for music, choosing a legendary concert venue in the city’s entertainment district and treating its employees like celebrities.

Upon arrival, the rock star guests walked a red carpet flanked by cheering paparazzi and were ushered through venue doors that had been logo’d just for them. From beginning to end, the client’s event theme, “Empowering Heroes” was on full display. Logo’d props and décor were so popular, guests instantly snapped them up and bartered for more.

The concert vibe kicked off in the lobby with a “silent disco”, guests listening to their choice of dance music via personal headphones. Meanwhile, custom branded concert t-shirts were printed onsite for instant swag. Experiences were designed to satisfy both introverts and extroverts. Dancing LED robots and celebrity impersonators mingled with guests, and custom cocktails and creative cuisine were around every corner.

A well-known turntablist and DJ made sure the dance floor was always packed and the energy high, spinning hits from an interactive 3D digital booth. Guests were invited to join him on the main stage and participate in a one-of-a-kind photo opp in which a 360-degree camera rig froze time and provided full circle images of their movements.

A confetti cannon cued the night’s end, and as guests filtered out, they made sure we knew that this Detroit event was going to be a tough act to follow.

Image credits: Brett Mountain Photography