In-Person in COVID: How RGI Gets It Done
The events industry may be a long way off from a full pandemic recovery, but glimmers of hope are beginning to surface. In late July, longtime client L’Oréal Skinceuticals was slated to hold a 200 person cocktail hour in celebration of their newly opened SkinLab brick and mortar location in Connecticut. As the state entered Phase 2 of their reopening plan, and gatherings of up to 25 people were once again allowed, RGI jumped in with the L’Oréal team to rework plans.
Instead of a single, four hour cocktail party, the celebration was split into four, two hour gatherings over a two day span. Capacity was capped at 25 guests at any given time, allowing L’Oréal’s entire guest list to experience the fun while adhering to appropriate social distancing guidelines.
A staple activation at every L’Oréal event is demonstrations on the latest skincare lines. This time, brand ambassadors showcased product safely behind a transparent treatment room with sound piped out for guests to hear.
Besides this structural overhaul, what does attending an in-person event look like these days? Every touch point, every interaction, and every detail were reimagined.
The first sign of a changed event experience: prominent COVID signage baring reminders for guests to remain 6 feet apart and wear a mask at all times.
Instead of table numbers and escort cards, branded hand sanitizer was available for guests upon arrival. And the hot new swag for guests? Custom disposable face masks, ensuring an extra layer of protection while keeping everyone fashionably on brand. Even our handmade cookies were individually wrapped to take home and enjoy later.
Our bar – typically crowded with guests bellied up for libations - was now self-serve. Not only did this protect our bar staff from the guests, but also eliminated the mingling and lingering that often accompanies a wait for a drink.
Though changes were necessary to create an impactful yet safe event, the elevated atmosphere you can expect from an RGI production remained. Lux matte black balloons anchored the room’s decor, branded tote bags were offered to guests and will no doubt be used long after this event, and our DJ hit all the right notes to create a light and sophisticated vibe.
Oh - and of course we had to bring in a champagne cart.
Is planning a safe, in-person event in the midst a pandemic challenging? You bet. But is it possible? Absolutely. And with RGI’s creativity and ingenuity, new rules that have the potential to dampen the mood, or even bring an event to a halt, are transformed into fun, statement making elements. Think of our special sauce as the spoon full of sugar that helps the medicine go down.