Reflecting synergies between client and audience
After the TED Fellows conference, Johnnie Walker were sponsors of the After Dinner Party. With two such prestigious brands working in partnership, they needed an extraordinary event to capture the synergies between Johnnie Walker Giants and TED Fellows. The TED fellows being innovators who have demonstrated notable accomplishments and outstanding potential to positively effect the world, this event enabled the audience a chance to discover the outstanding history and heritage of Johnnie Walker and sample the delights of Johnnie Walker Blue & Black labels.
The venue was the Oxford Freud bar, which came with a few challenges of its own. As a Grade 1 listed building and as a working bar restaurant, it meant that the design and environment had to compliment the venue and be sympathetic to the building.
A remarkable venue
The Oxford FREVD café housed in a former Greek Revival Church was built in the early nineteenth century. With its stone portico and the entrance steps climbing between weathered stone columns, this was a protected environment meaning there were tight restrictions that had to be adhered to. The building has wonderful stained-glass windows and vaulted ceilings that required a gentle touch – blending with the environment.
What we did to ensure such a high impact event
Inspired by the remarkable venue our design solution followed a classical theme – subtly transforming the working bar / restaurant into a space fit for such a special occasion, where riveting conversations could occur.
We designed a plasma gallery displaying high-definition animated portraits of the TED fellows and Johnnie Walker Giants, which were specially produced for the occasion by our creative multimedia team. We also incorporated incredible layers of branding and sympathetic lighting and, monitoring the mood of the audience, we were able to swiftly adapt the environment to reflect their emotions.
The evening also included an incredible live TED Fellow performance by Boston-based recording artist Iyeoka Okoawo, as a cue for our lighting crew to transform the venue into a dynamic vibrant nightclub, complete with audience requests from our extensive onsite music library.
Transforming the environment
With the bare bones of the venue in our hands, we built ‘fake’ walls with built in plasma screens to show ‘The Man Who Walked’ video featuring Robert Carlyle throughout the evening. This really added impact in terms of focus and again reinforced the importance and stature of the TED Fellows and the Johnnie Walker Giants.
Due to the high attendee numbers, we wanted to make sure that drinks service was seamless and efficient, so we also built a whisky bar in front of an existing pizza oven.
Additional areas included a Johnnie Walker Blue and Johnnie Walker Black tasting areas, hosted by Brand Ambassadors.
Successes
This event created a brand experience, not just a party. Attendees left the event gaining more understanding and learning about the Johnnie Walker brands.
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