At HELEN MILLS, our white-walled event space provides the perfect canvas for your trade show or showroom. With some planning and ingenuity, it’s easy to transform our 4,000 square foot venue into a showcase for your product, whether it be art, fashion, technology, or anything in between!
When the team at Regency Lighting brought their trade show to the HELEN MILLS Event Space, we knew they would put together a fun event focused around lighting. While the back of the space remained neutral to show off the vendors' different lighting equipment, the front of the space was awash with a warm amber and contrasting blue uplights.
The energy of both the Regency team and their exhibitors shone (pun intended) throughout the evening as they hosted a variety of guests.
Thomson Reuter's recently held the East coast portion of their cross-country software roadshow at HELEN MILLS. The event included a number of different activations in both the theater and event space and showcased their ONESOURCE tax software to key stakeholders.
The agenda featured talks from leaders in the organization as well as an indoor dome, stations for attendees to test out software, plenty of swag, and even a professional headshot photo station. The event was rounded out with cocktails and passed appetizers.
The event provided an excellent example of how to create a unique, unexpected, and fresh experience while maintaining a strong focus on having attendees leave with key takeaways and new knowledge. Below are a few photos from the event. To learn more about ONESOURCE and the roadshow, see here.
Above: The event featured an indoor dome which housed the terminals from which guests could preview the software and get one-on-one training from experts. The dome was an unexpected and dramatic element for one of the core educational activations.
Below: Additional views of the dome with user stations inside.
Below: The event featured a professional headshot studio, providing attendees with extra value and a memorable event takeaway.
Below: As guests entered the space, they were greeted by by branding on the exterior of the space. Once inside, an LED check-in booth awaited. The space was lit with a wall wash in the Thomson Reuter's brand color.
Boston University School of Theatre held their graduating student showcase, featuring a year's worth of work in costume design, set design and production. From corsets hanging from the venue's ceiling, to mini-set designs, to intricately designed costumes - are hats go off to the students. Congratulations to all!
Above: The event featured signage showcasing this year's performances as well as costumes hanging from the ceiling.
Below: A mini-set design as well as an intricate lion head.
Below: The showcase featured a wonderful collection of hats designed for the stage. Below are just a few of the impressive details.
This week, a number of innovative food brands gathered at HELEN MILLS for Food Fête, an exclusive, intimate event that introduces food PR and marketing professionals to a targeted group of top food writers. Exhibitors showcased their newest food, beverage and kitchenware products and in the process taught a few lessons in how best to present and serve food and engage their audience.
Below are four tips and photos from the event from the Yulu Asussie Style Yogurt (Tip #1), California Giant Berry Farms (#2), Sunset (#3), and Challenge Dairy (#4) booths. Take a look for inspiration for your next event!
Nearly twenty exhibitors, including NatureBox, DOVE Chocolate, Kohanna Coffee, ginnybakes, and Kohanna Coffee (full list and more info here), presented new culinary products and accessories during yesterday's Fall 2014 Food Fête PR and Marketing Event. Food Fête was founded in 2005 by Jeff Davis, and introduces a select group of food PR and marketing professionals to a targeted group of top food writers in an environment that fosters unique connections. Exhibitors showcased their newest food, beverages and kitchenware products - offering some great ideas for food presentation for the less culinary-inclined. Below are a few of the highlights both in food presentation and overall tradeshow layouts.
Dress for Success (DFS) hosted its fourth annual “Shop for Success” benefit this October at HELEN MILLS. DFS transformed the room into a pop-up store featuring shoes, bags, jewelry, and other accessories. In addition to raising money for a great cause, DFS did a great job of getting the details right for the event. Take a look below for photos:
DFS kicked off its three-day event with a VIP reception. Attendees could pre-shop the sale while sipping on specialty cocktails sponsored by Malibu.
The pop-up store featured products donated by a number of top-tier designers including Gucci, Coach, and Marc Jacobs.
DFS created a stylish outfitting lounge area where shoppers could try on shoes and accessories.
To learn more about DFS and find out about upcoming events in your area, visit DFS's website here.
We sat down with Food Fête founder Jeff Davis to speak about the creation of the 10-year-old food marketing & PR event, food industry trends, and how food brands can get involved and succeed. HELEN MILLS has hosted Food Fête events since 2011. How didFood Fête Start? Food Fête started 10 years ago out of a desire to create a high-value media event for food brands. I come from a PR background and saw an opportunity to help food brands get in front of many top food editors. The tabletop format was not being done in the food industry at the time, and having seen the event model work in other industries, I decided to try it.
Best Giveaway Item at a Food PR/Marketing Event? The US Potato Board several years ago put a Mr. Potato Head toy in each media gift bag. It was clever branding and helped reinforce potatoes as an ingredient.
Food Industry Trend to Watch? In both our San Francisco and NYC events, we featured two companies in the online food shopping space, where consumers can order ingredients for a meal or recipe (including fresh foods) and have it shipped to them. The presence of these companies points to the growing number of online companies getting involved in the food space.
How Can Food Vendors or PR Professionals Stand Out? Great products always speak for themselves, but having a knowledgeable brand representative on hand to talk about them can make or break a vendor’s presence at Food Fête. Media see Food Fête as an educational opportunity to learn about the latest products, how they’re made, and how the ingredients are grown. Post-event follow-up is essential to getting the most out of a food PR or marketing event. The benefit of Food Fête doesn’t stop when the event is over. Food brands and their PR people need to follow-up with food editors and writers they meet to stay top of mind when they want to cover their product category.
How Do Vendors Apply ForFood Fête's Upcoming 2014 Events? Food and beverage brands can apply online for any of our events at http://foodfete.com/forms/2014-events-online-application/
AboutFood Fête: Food Fête was founded in 2004 and is an exclusive, intimate event that introduces food PR and marketing professionals to a targeted group of top food writers. Exhibitors showcase their newest food, beverage and kitchenware products in an intimate, cocktail party setting. In just two to three hours, meaningful conversations naturally unfold. Social media profiles give way to, well, genuine social interactions. Food Fête has evolved into an essential industry touch point where new food products and the food press intersect. Food Fête's upcoming 2014 events will take place in New York City in April, June, and October. To learn more, see the Food Fête's website.