This article was written by Masha Boh, business development manager, and first appeared in Conference News.
It’s no secret that when it comes to choosing an events space, you are likely to be overwhelmed by the choice available. In London alone, searching for a venue presents an array of possibilities all of which have their own USPs. So, when it comes to introducing a new space to the mix, it is more vital than ever to get inventive.
When The Brewery decided to transform a once derelict basement area last year, we jumped at the opportunity to create something a little different yet still meeting customer needs – not an easy task in such a busy and congested market. Our team had long seen the potential to transform the neglected space into a stand-alone venue for smaller events with shorter lead times and, along with a lot of careful planning, The Grubstreet Author was born in the summer of 2018.
As well as considering the practicalities of the new venue, we noticed three key trends that The Grubstreet Author would need to address: storytelling, exclusivity and creativity. One way we envisaged achieving all of these elements was by creating a stylish, boutique environment that would allow guests to feel like they were at a highly exclusive members club rather than an events venue.
This concept of a ‘hybrid venue’ – mixing a traditional events space with the most appealing elements of London’s high-end hospitality scene – is something that’s bound to catch the eye of city-goers. Modern consumers are constantly seeking an experience that is both trendy and has an air of exclusivity. The variety of members clubs opening all over the capital is evidence of this.
The events industry is no different. Especially when entertaining smaller groups, organisers are looking for a space that packs a punch and gives guests the feeling that they are receiving a truly unique and special experience. To achieve this, venues really need to consider their brand and develop a personality that resonates with potential clients. For The Grubstreet Author, this meant taking inspiration from the building’s history as well as creating an interior that reflected the trendiness of both the members club scene and, with Shoreditch just around the corner, the creative hubs on our doorstep.
Consequently, each of the three rooms at the GSA gained a character of its own, from our vintage Cutting Room to the contemporary Sample Room with its swanky cocktail bar. Stepping off the busy streets of central London and into our venue, guests know that they are going to come away from their event – whether that be a dining experience, a product launch or a networking session – with a lot more to talk about.
That is the whole point of a hybrid venue. Bridging the gap between a traditional events space and a members club or restaurant to give people an inviting atmosphere and to encourage ideas, creativity and collaboration. And, of course, to fill up those Instagram feeds!