Welcome to Gastronomy’s inaugural industry profile! The first of many discussions with industry experts on what makes them and their events tick. To kick this off we spoke to Julian McGruther; Producer at communications agency, Loulaki Blue and Creative Director of Thread Collective. We met Julian this year as Loulaki Blue was working on Bayer’s 150th Birthday Celebration. For which they produced a series of different brand activations including launching a giant blimp from Centennial Park. He talks to us about his experiences in event production and his creative process below.
Julian McGruther Photo: supplied
Tell me a little about what Thread Collective does and how it came about?
Julian describes Thread Collective as an event curation company. Their approach to events is like a gallery, bringing pieces together to produce the best overall concept. To date they have worked mainly creating weddings, product launches and live music productions. Well having been to my fair share of events and through having done some work styling I found that there were a lot of events that were really creative but not always very consistent. So, I got together with some friends (who are all far more talented than me) that I knew could see a creative vision through from go to whoa. I’m really passionate about carrying a theme into every little detail; making sure that there is a common ‘Thread’ across everything from the feeling of the paper of an invitation through to the fragrance of a floral arrangement or even the temperature of a room… It should all tell the same story.
Can you tell me a little about where your creative inspiration comes from?
That is such a mammoth question!! One of my greatest sources of inspiration is definitely collaboration; just getting together with other people and allowing ideas to flow without judgement or limitations. Another way I get inspired is through the power of playful imagination (and it’s free!!) I love to just daydream about what a project could be if there were absolutely NO limits. For example, asking myself “How would this event look if I could do it underwater, or in a space ship?” seems ridiculous but really allows me to channel the kind of feeling I want people to experience and the kind of memories I want them to walk away with.
Photo: supplied
For you what is the hardest thing about producing events? Well there are the obvious areas of managing budgets and demanding clients but for me it really comes down to quality control. Making sure that every person who touches an event understands the creative vision and can contribute in a positive way. I believe you’re only really ever as strong as your weakest link. Do you have any predictions for the event industry in 2014, any trends on the horizon? I try not to pay too much attention to what is “on trend” but I definitely think people are loving events that feel personal, thoughtful and visually stimulating. People don’t want to just attend events, they want to experience something.
Bayer’s International Exhibition – Science For A Better Life at the Hordern Pavilion
How do you measure the success or return on investment of events for your clients? It is different for every event. Obviously if my client is happy then that definitely helps but for me personally, I tend to measure an event by how memorable it is for guests. I always want someone to leave one of my events feeling better for having been there. And your number one, top tip for planning events? Trust your instinct – if you feel it or sense it you’re probably right Thank you Julian for sharing your experiences with us. You can find out more about Julian and Loulaki Blue here.