Guests were welcomed to Event's 18th birthday bash with glow sticks, fruit cocktails and Mexican and Korean cuisine, plus a cheese and charcuterie stall, courtesy of event caterer Harbour & Jones.
Stick It On DJs provided the 90s soundtrack, with guest DJs including Momentum Worldwide's Joey Payne, Nick Bedford of Looking Glass Experiential and Event's Matt Atherton.
The room was decorated with pictures of key event profs at the age of 18, including DRP's Dale Parmenter, GMR Marketing's Cathy Ricketts and London & Partners' Tracy Halliwell. See the full gallery here.
Cloud-based social media tool Crowdscreen was on hand to take pictures of guests for Instagram. Production was provided by Robert Lawrence Creative Solutions and Event's 18th birthday cake was made by Daisy Brydon Creations. Event hosts were provided by Diane Mae Model Management.
Event editor-in-chief Yasmin Arrigo welcomed Event's 100 Club to the stage to help cut the birthday cake. She said: "When the first Marketing Event was compiled in 1997, none of the team could have forecast that 18 years on, the brand would be at a most exciting stage of its evolution, relaunched with a vibrant digital home and a slew of new live events.
"We couldn’t miss an opportunity to celebrate. Event is coming of age, as, indeed, is the sector, with consumers engaging in a digital world and live communication having more resonance and substance than ever. We remain committed to championing this vibrant form of marketing."
As part of the celebrations, Event has launched the #Event18 hub, packed with original content ranging from the history of experiential and future trends for the year 2033, plus key industry figures write to their 18-year-old self offering advice for the years ahead.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.