2020 Vision Lookbook

2020 VISION New Year, New Trends

#1 Sustainability & CSR

2019 was a pivotal year in Corporate Social Responsibility as the concepts of corporate responsibility and sustainability received significant media attention, and many of the trends that began to appear this time last year (i.e. better dialogue, more learning, more disaster prevention, greater equity and the growing importance of Generation Z-ers) remained timely and relevant. Still, 2020 promises to bring more challenges and opportunities to the field, and leaders should pay attention to the ever-developing global trends in Corporate Social Responsibility as they impact your own efforts and the efforts of our clients. In the Hospitality industry, many major hotel groups have already adopted a variety of CSR efforts, including responsible sourcing and food waste reduction, employee diversity and inclusion, and the reduction of their carbon footprint and energy consumption. Click each of the icons below to discover what these powerful brands are doing to save the world!

#2 Inclusive Menus

Today’s culinary culture is no longer a simple one. With the continued rise of health and global consciousness, unique dietary lifestyles are now the rule, rather than the exception. And gluten free, dairy free, and vegetarian are now just the beginning of the myriad of special dietary requests to be expected from guests. However, options are not limited, and menus should still provide delicious options to every guest in attendance. If your event guests are concerned about their physical well-being and appearance, try serving delicious, keto-friendly catering options now on the market. From cookies to candy to snack bars, your options will continue to expand in the coming years as more and more people switch over to this diet/lifestyle. If your event will be frequented by vegetarians and you’d still like to serve a full, satisfying meal, then combine your CSR efforts and work with brands like Good Catch, Wild Type, and Finless Foods. Provide your guests with options to prove you don’t have to sacrifice taste or nutrition when catering for people with special dietary needs.

#3 Eclecticism

There’s a real movement towards eclecticism in event décor. By incorporating multiple style trends into one design, you can accommodate diverse lifestyles and a global sensibility. For example, both Bohemian chic and Mediterranean Craft themes are an extension of a broader rustic trend – but with a more modern twist. Consider natural elements such as wood, cane and greenery, along with lush faux furs, textured velvets and striking prints inspired by the Mediterranean shores to achieve this dynamic with your design. Incorporate a lot of layering and use warm organic colors with vibrant blues and linens to create an easy comfort that guests will appreciate. Its these kinds of unique combinations that will create depth and authenticity in your event design.

#4 The Return of the Roaring Twenties

The Roaring 20’s are back! And if you hadn’t already noticed from the plethora of 1920’s themed New Year’s parties, you’ll get your fill of Gatsby this year in no time. Art Deco-inspired décor trends will include green hues in seating, complemented by organic tones, channel stitching, and soft curves, along with the layering of patterns and textures. Consider a luxe sectional seating arrangement with velvets and metallics. To add even more sophistication to your event design, consider adding leather pieces to add an element of masculinity and balance. You can also expect to see the continued rise of the speakeasy, both in the restaurant scene and event design. Unique combinations of the Prohibition era and other styles, like an industrial modern feel, will differentiate your design from the usual take on a classic theme.

#5 Earth Toned Color Palettes

The next trend takes a look at earth tones. The colors and textures mimic that of wood, metals, and foliage found in nature’s most basic elements that are regularly used in the making of furniture and home accessories. Earth tones like rich forest greens, taupe, and clay colors create a natural look that creates a zen-like environment made for a meditative and stress-free space. Green is the trendy hue for event designs in 2020. The color represents health and wellness, offering a restorative calming quality for guests at your gatherings. And as we embrace earth tones and a more residential approach to event design, it only makes sense to incorporate splashes of green throughout your event design. For any scheme, consider applying colors along the same spectrum instead of contrasting ones. The monochromatic look is visually appealing and fresh, one that can really stop people in their tracks! You can use this trending design strategy with any hue, from cool shades of blue to vibrant berry and red tones. If you want to incorporate green hues with more of a punch, consider adding leaf-patterned wallpaper, nature inspired art, or bold green live plants (like snake plants or money plants) through your event space.

#6 The Pop Up

In 2019 we saw the rise of the pop-up shop in the retail space. These small-scale, retail opportunities provided powerful brand activations. By providing memorable immersive experiences, brands can provide much more than a simple transactional shopping experience—that’s the draw of pop-up shops. When done right, they can lead to increased social media activity, a positive branding event, and even buzz in the media. With all of these positive PR opportunities, we can expect to see these pop-up experiences begin to infiltrate the event world. These event pop up experiences can include anything from your expected retail opportunity to corporate giveback activities or employee wellness exercises like yoga sessions or guided meditation. They can be tailored to any theme, speak to a destination or culture, or branded for any host or sponsor. And the limited availability can create an exclusive feel for attendees. The key in maximizing the impact of these experiences will be to make these spaces extremely shareable, with instagrammable statement walls, lounges, and activations.

#7 Make It Personal

Event personalization has been a hot topic for several years now and remains so. Personalization is where marketing and event worlds cross paths, and when crossed well, can have significant impact on the success of your event. While this includes creative branding using logos, brand colors and patterns, true event personalization goes beyond this surface level enhancement. Quality personalization requires a thorough analysis of your attendees. Who are they? What is their lifestyle like? What is important to them? Answering these questions and going beyond basic demographic information will give you key insights on what to offer them in food & beverage, activities, tech offerings, gifting, even décor. Furthermore, taking the time to empathize with your guests needs and expectations in preplanning stages will ultimately save you time and energy as you’ll hit the mark with proposed ideas earlier on the planning process. By asking a few additional questions and taking a few extra minutes to intentionally analyze who your audience is, guests (and meeting planners) feel heard and valued and are ultimately more satisfied at the conclusion of an event. Branding is certainly useful to increase brand recognition and create positive brand associations. Branded items should be used purposefully; too much can turn cheap and shallow. Supplement instead with splashes of a brand’s color in pillows, napkins, décor pieces, event staff attire. These subconscious cues will always associate the event and brand represented, while maintaining an overall tasteful aesthetic.

#8 Go Big or Go Home

Minimalism is out and maximalism is in. While minimalism focuses on toning things down and making it simple and straightforward, maximalism is the complete opposite. Maximalism is about embracing the grandeur. Needless to say, designers of all kinds are going to have a field day with this trend. Big, bold, bright colors and patterns, gaudy decor and over the top lighting. Of course, you’ll have to use some restraint. It’s easy to quickly leave bold and lively and tread into busy and cluttered. Regardless, we’ve gone from less is more to more is more. Tablescapes are also embracing this “big is better” style. Expect to see big, bold, and bright floral patterns, animal prints, and botanicals. Plus, there will be more options for brightly-hued china, flatware, and glassware, so the linens do not have to carry all of the weight. This allows for more mixing and matching for one-of-a-kind designs. Even with colorful accessories, linens will still be the star of the show — not just in color, but in texture. We expect velvet to continue gaining in popularity, especially printed velvet. This brings together color, patterns, and texture for an unbeatable combination. For more neutral palettes, colors and prints will remain as will natural, tightly-woven linens.

#9 Experiences will define events. Creativity will define success.

Last year, 80% of event planners reported that their jobs require more experience creation than just 2-5 years ago. It’s just not good enough to put your event in a hotel room or convention center with little regard as to the experience around it. This year, experiences will continue to define events and the jobs of the planners behind them. Ultimately, these experiences will take the perfect mix of creativity, technology, and partnership to produce. “Holistic” is the big buzzword for purposeful experiences. That means planners need to approach each pillar of the event with the same level of creativity. In addition to personalization, planners must also prioritize the following three areas; content, destination, and technology. The key to creative content is dreaming up new event concepts. Lectures and passive observation are old and stale; discussion and active engagement are the current request. Skip traditional presentations and opt for conversation and interaction. Additionally, the destination, venue, and space should offer opportunities for exploration and authentic interaction. At the same time, the location should be a fitting backdrop to the event’s message or purpose. Finally, we all know that technology can make or break an experience. How are using technology to help deliver your message in new ways that engage and awe the audience? 93% of venues believe that it’s on them to be partners in creating experiences at least some of the time. This only promises to increase as group prices and expectations for events grow. Venues that are true partners to planners are poised to see success in 2020 and beyond. When hotels & suppliers have an active hand in helping events meet their objectives, it becomes the ultimate differentiator to gain repeat business, positive reviews, and word-of-mouth referrals.

If you’re looking for a fresh start in 2020, there’s no better way to do that than by incorporating some of the latest trends with your new event designs. Try blending a few of the latest design elements with some of your own creative ideas. Mixing in some sophistication and adding a nice, personal touch will ensure guests have a one-of-a-kind experience at your events.

Excited to partner with you this year to create beautiful, and memorable events.