Clients often think that a creative studio wants a brief or even a method that is as polished as possible to start working. The reality is quite the opposite.
Bring us everything you have. Images that, for some inexplicable reason, feel right. Ideas that were mentioned once but got cut because they seemed impossible to execute. A joke that made the room roar during a planning meeting and is still being quoted today.
Don't worry about not being ready enough. Don't postpone the conversation because the brief isn't set in stone. Just come. Bring everything you have – down to the last detail, including all conflicting thoughts – and through our conversation, we will find the truth hidden somewhere in there.
Take this form with you to our meeting or send it over beforehand.
SPACE
Why is this important?
The space dictates everything else. The same concept works completely differently in a hall with high ceilings versus a low basement room. The sooner we know the specifics of the space planned for your event, the sooner we can reach the right ideas.
- Where is the event taking place?
- Describe the space – size, layout, height, light, color, floor, anything unusual? (A floor plan of the room/s is also an ideal addition)
- Is the venue accessible by vehicle, and are there any restrictions when moving inside the building?
- How is the movement of people planned during the event?
- What is planned to go where in the room (e.g., stage, catering, audience seating area, etc.)?
DRAMATURGY
Why is this important?
An installation that greets a guest right at the door is something entirely different from one that only reveals itself at the end of the evening. How and where people encounter the work changes the nature of the encounter.
- At what point during the event should guests experience the work?
- Is it stationary throughout or should it emerge during the event?
- Is the installation a so-called "central element" in the room, should it be a surprise, or rather something that one must intentionally enter?
THE PERSON
Why is this important?
The most effective work speaks to the observer on a personal level. The more we know about those who will be in the room, the more precisely we can address them.
- Who is this event aimed at?
- What is your guest's reality – what do they encounter daily, and what is unusual for them?
- What should the guest feel and think when encountering the work?
BUDGET
Why is this important?
Budget is not a constraint – it is a parameter. The budget helps us understand from the start whether we are talking about a central element of the event, a so-called eye-catcher, or moving towards an all-encompassing parallel reality. Both are doable.
- What is the approximate budget for the edible installation? (For example, indicative ranges: 2,500–5,000; 5,000–10,000; 10,000–25,000; 25,000+)
- Would you like to discuss options for different price scales?
TIME FRAME
Why is this important?
The moment the event takes place is just one part of the time frame. But how much time do we have for the installation's setup and strike, and how do you envision the collaboration process between us?
- What is the planned date of the event?
- How much time is there on the day of the event/previous days to set up the installation? Are there any restrictions involved?
- How much do you want to participate in the design process – do you want to be involved every step of the way or rather be surprised by the final result? Or something in between?
THIS IS THE BEGINNING
Why is this important?
Even the most random idea can have weight. A certain shade, sound, word, or even something to definitely avoid – each of these helps find the right direction. Everything is worth mentioning.
- What is the main purpose of this event?
- Is there anything that must definitely be represented?
- Is there anything that should definitely be avoided?
- Do you have any visuals, documents, or lists that could be helpful?
WHERE TO NEXT?
This article is one way our conversation can begin. However it reaches us, it will certainly make the first meeting more stress-free and the final result better.