The theatre of events; a multi-sensory journey through event styling and product display - Cell Block Theatre, Sydney

To create an atmospheric, narrative and spectacular event, encompassing a multitude of styled elements to tell parts of James Squire’s incredible life story. The event was required to borrow snippets of the life and times of James Squire; including key aesthetic influences such as naval, agrarian, industrial and brewery related themes – all seamlessly mixed together to bring a theatrical idea come to life.
The main objective of the event was to reinforce the brand’s craft brewing credentials, demonstrate originality in culinary thinking, create a multi-sensory journey for guests and provide media opportunities and hooks using the different elements based around the idea of an edible biography.
DE&E team of designers, stylists and decorators conducted extensive research into the life of James Squire; his journey to Australia as a convict on the First Fleet and founder of the first commercial brewery in Australia.
Whilst the client brief specified the importance that the event represent the look and feel of Australian life in the 18th Century, the client brief outlined a special clause noting that they were keen for it to not look like a reproduction but rather a modern interpretation celebrating the life of James Squire’s and his legacy.
DE&E’s Head Designer created a number of mock-ups to work through the comprehensive brief and specific nuances provided by the creative agency. The wider DE&E team consisting of set builders, painters, prop makers, carpenters, textile designers, renderers, floral designers, in-house artisan and graphic artist where bought in to provide further expertise, ideas and insights to execute this truly bespoke event.
Event style guides were prepared to conceptualise the event and take the client on a journey from the time that the guests arrived to the final show stopping moment that would create a forever lasting memory of a truly spectacular event.
Creating the sense of spectacle and dramatic momentum:
Large feasting tables and place settings manifested a botanical array of low-lying greenery featuring artistically displayed edible arrangements which connected with the James Squire story and key botanicals to making beer. Colours used retained a muted, raw quality in warm greys, taupes and grey-blues to contrast with the statement candles that provided a low-level orange warm glow. A central hand crafted ceiling feature of magnolia was created by our in-house design team, strategically placed and dramatically lit to provide additional lighting accents.
“Thanks DE&E for helping us create such a special event for our guests. The styling looked absolutely incredible…more than perfect. The client was ecstatic with the way it all looked and came together. The whole room looked magical…oh and the chamber – wow – it exceeded everyone’s expectations.” 


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