Elevating Corporate Events with the Art of Lighting

One of the often-overlooked aspects of producing large-scale business events is lighting design. As brands look to find creative ways to capture trade show audiences with content, audio, and visuals, the right lighting can enhance an immersive experience like no other. In this episode of Backstage, Blake Taylor, Manager of Lighting Services at Alford Media, discusses creative ways to light trade show events that’ll leave a memorable impression on consumers.

With more than 25 years experience in light direction and programming, Blake says art often imitates life. Innovative lighting effects you might see at a concert or film will often make their way into business event design.

“Our industry as a whole is being pushed by other arenas of entertainment,” Blake said. “You go to a touring concert, for example, and you see things that really open it up visually.”

While business events are taking visual cues from entertainment, there’s still a lot of subjectivity when it comes to what clients want.

“A lot of clients don’t necessarily approach a project with specific lighting needs, so it’s up to us to work with creative directors and creative types to develop what that project wants to look and feel like,” Blake said. “Lighting is so objective. People know what they like and what they don’t like, so it just depends on how they view it.”

Blake also shares what lighting design concepts he’s seen that work and are especially impactful, as well as what kind of lighting fixtures create specific moods or effects.

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