At Valiant Events, every project begins with an exploration of style and space, and our collaboration with HubSpot at the South by Southwest (SXSW) event was no different. The client sought to create an immersive environment that not only reflected their innovative brand but also invited guests into a warm, modern, and engaging atmosphere. Thus, the "Terracotta Oasis" concept was curated.
The Design Rationale
Drawing inspiration from earthy tones and tranquil vibes, the "Terracotta Oasis" theme offered the perfect balance between energy and relaxation. The central idea was to blend the warmth of terracotta with soft, inviting hues of beige and peach, creating a seamless fusion between the colors of a desert sunset and the contemporary aesthetics of a modern lounge.
Our stylists chose this theme for HubSpot to help create a space that:
- Encouraged connection and collaboration.
- Evoked feelings of comfort and serenity in a fast-paced event environment.
- Reinforced HubSpot's brand identity through thoughtful design choices, all while allowing for creativity and a playful spirit.
The Layout Strategy
For a large-scale event like SXSW, layout is crucial in ensuring smooth traffic flow while also creating intimate spaces for interaction. Our stylists were tasked with designing a space that provided flexibility for both formal and casual meetings while maintaining a cohesive visual aesthetic. Here’s how we brought the Terracotta Oasis vision to life:
1. Welcome Setting
The entrance featured our Harper Tapas Table in Terracotta, which immediately introduced attendees to the overarching theme. This setting created an inviting point of contact, where visitors could stop, interact, and experience the theme from the very first moment. The table was styled with simple but bold accents, including floral arrangements in orange hues that tied into the overall colour palette.
2. Lounge Area
The lounge area was designed as a tranquil escape amidst the bustling event environment. We used soft curved lounging and seating with our Sierra Sofa and orange Tottie Ottomans to create intimate seating pods. These circular arrangements allowed for easy conversation, while the neutral tones paired with splashes of terracotta and peach brought a modern yet cozy atmosphere to the space.
3. Meeting Tables
For more formal discussions, we incorporated our Brooklyn Dining Tables featuring a white base and Terrazzo top set against a backdrop of chiffon draping in oyster beige. This simple yet sophisticated choice provided the perfect setting for business conversations while keeping the space aligned with the overall aesthetic. Each table was styled with minimalistic accessories that added a pop of color without overwhelming the space.
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4. Wine Bar & Snackbar Backdrop
We added a pop of playfulness with a peach and terracotta wine bar paired with custom-branded signage for HubSpot. The snackbar backdrop, finished in peach and white tones, acted as both a visual anchor and a functional space, tying together the design elements with vibrant florals and accents.
5. Accessories & Finishing Touches
No space is complete without the details that bring it all together. To enhance the ambiance, we integrated various accessories like potted plants, terracotta-toned cushions, and playful floral arrangements featuring oranges and deep reds. Each accessory was carefully selected to not only reflect the theme but also add layers of depth and visual interest to the space.
The Final Result
The result was a thoughtfully curated space that invited guests to immerse themselves in HubSpot’s brand experience at SXSW. Every detail, from the colour palette to the seating arrangements, was designed to reinforce the brand’s identity while providing a modern oasis for attendees to relax, connect, and engage. Our team’s attention to detail in creating an inviting yet professional atmosphere ensured that HubSpot’s presence at the event was both memorable and impactful.
Interested in bringing a unique vision to life for your next event? Get in touch with one of our specialists today and discover how Valiant can help elevate your brand experience.
Curious about our past work? Browse our event gallery to explore some of our favourite projects and see how we can turn your concept into reality.