Behind the Scenes: What really happens before the doors open
Start your engines…
It usually starts with something simple, something along the lines of “We have an idea…”
Then suddenly, you’re on a mission to turn a rough (and often caffeine-fuelled!) concept into solid and tangible reality.
Before our audience steps foot through the doors though, there is a generally a mountain of creative vision and logistical precision paving their way.
Let’s have a little peak behind the curtain.
Crafting the deck and shaping the vision.
Once the client brief is confirmed and set in stone, our creative team breaks out their pencils & note pads to start scribbling away working their magic. The ideas and production plans are put into the initial creative deck, and this is where we work to distil mood boards, staging ideas, visual ambience, run-of-show timelines, and the entire narrative flow into a single coherent and compelling presentation.
These decks can take dozens of hours with gallons of coffee to perfect and what you see isn’t the first, second, or sometimes the third or fourth version. Each iteration and every tweak sharpens the concept until it’s not just seen, but thoroughly understood and felt.
Mini Case Study: Peperami’s #hangryhole
In this tongue-in-cheek stunt, the MOF teams filled over 100 potholes, phone booths, and unsightly “holes” dotted around London with Peperami-branded flags and bespoke hazard tape.
Behind this cheeky concept was a highly strategic guerrilla campaign, happening over the course of a single evening, piquing curiosity and press interest. A campaign that reached 81 million in circulation.
Making it real!
Of course it isn’t all just theoretical.
Once the deck has been signed-off the machine really gets motoring, and organising the logistics, sets & props can really begin in earnest.
Think strategic route planning, supplier engagement & scheduling, booking, buying, venue sourcing & coordination, and of course the ever-important RAMS and permits. Everything from staging to sound checks. And everything must arrive on time, in perfect condition, and ready to go.
It’s like choreographing a ballet, except the dancers are freight trucks, lighting rigs, and signage…
…and you are juggling kittens…
…and generally something, somewhere is probably on fire.
It takes a whole lot of skill and patience to keep it all flowing (seemingly!) seamlessly and trouble-free.
Mini Case Study: Monster Hunter’s Meat Shack
For the launch of Monster Hunter World, an immersive pop-up restaurant was built inside Après London, near London Bridge.
Coordinating the construction, props, catering, and guest flow flawlessly led to tickets selling out in just 4 minutes, with over 880 fans experiencing the event live.
The final countdown: prepping for opening
As the event day nears, it’s “go-time”.
Trucks roll in. Crew arrive. Sets go up.
Every detail from props to AV to signage is checked, double-checked and triple-checked.
2D timelines, endless spreadsheets and colourful Gantt charts suddenly spring to life. Contingency plans kick in: inclement weather, delayed suppliers, staging errors; nothing is off the table.
This where our teams really do start to shine! Calm nerves, onsite leadership, and contingency planning converge to keep things running like clockwork.
Once again, more often than not, fuelled solely by caffeine!
Mini Case Study: Peter Hahn’s Reverse Striptease
Picture this: eight performers appear in their underwear and suddenly “reverse strip” on iconic London streets. Who knew that would cause a stir!?
We visited everywhere from Piccadilly Circus to Royal Albert Hall, all to spotlight German fashion house Peter Hahn’s new collection. Flashmob choreography, guerrilla performances, wardrobe, press, it all came together perfectly on the day.
What was the result you ask? Massive media coverage, with 11,000 social engagements and exposure across major national outlets.
Doors swing open, magic happens.
Then, finally, the moment of truth. Doors open.
(Cue the dramatic music… or the Benny Hill theme depending on the event…)
Guests walk in, seasoned in blissful ignorance of the weeks (or months) that made that effortless entrance possible.
For us event planners, that moment shines in memory as both a triumph and a reward for all of the creative rigor and logistical artistry behind the scenes.
A final thought…
From that “brief please” email to the moment of the first guest crossing the threshold, planning an event is a beautiful dance of creativity and coordination.
Each polished deck and every coordinated delivery is part of a silent symphony leading us to the perfect opening note.
Remember, when the next event you are at feels totally relaxed and seamless seamless, it’s only because someone (often many many someones!) made it look that way.
Planning your own unforgettable brand experience? Let’s talk and make your vision shine.
