Are you experienced?

Are you experienced?
Sharon Griffin (centre), founder of Griffin & Grey

From movie-themed parties to 25ft organic fresh-flower walls, the experiential event is where the corporate money is going. But for tech companies and global leaders, it’s not just about capturing new business: it’s about keeping the workforce happy too. Jessie Collins explores a new era in corporate entertaining

‘The word experience is overused and under-appreciated,” says Dave Smyth, chief executive of Cogs & Marvel, one of Ireland’s leading event companies.

Semantics aside, the events space has undergone a revolution. Melting into the past are traditional happenings where venues were hired, caterers employed, stages built. Quickly replacing them are the so-called ‘experiential’ events: think Game of Thrones-themed parties, or events in Alice in Wonderland-type tactile rooms, complete with walls of organic fresh flowers,...

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