Events – The Power of Context

Events – The Power of Context

Events, events… What is an event?  Is it a scheduled yearly gathering, a one off jamboree or an unforeseen surprise to excite and engage? As with many things in life – context is king. The great thing is about an event is it can quite easily mean all of the above and a lot more.

When thinking about your event it’s always important to consider that events can be simple. With the mantra that context is king, flipping the context can result in an unscheduled and eye popping event. When a 70ft hippopotamus surfaces for an afternoon pootle down the Thames in central London, it will turn heads – and an unforgettable event is born. Events – almost by definition need human eyeballs to witness them for them truly to be considered so. This is one thing artist Florentijn Hofman knew when he embarked on the project. By setting his event in a skewed context in iconic surroundings he was sure that human eyeballs would track it many forms. Live – to the naked eye, photographed & shared online. Where the social media leads, traditional (and digital) column inches follow – birthing a bona fide event!

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