If you’re looking to wow your guests and set your business apart when it comes to events, you need to look outside of the traditional realm of event spaces.
Increasingly, businesses are seeking out unique venues that add a special backdrop and transform a standard commercial event into something truly imaginative and distinctive.
From the exposed brick and steel beams of a repurposed industrial warehouse to the ornate architecture of a period property, unique venues can be a game-changer for elevating your brand presence, establishing your place in a niche industry, and boosting engagement at your event. We’ll dive into why you should seek out unique venues for your next event and how to maximise your return on investment.
The Power of Unique Venues
Choosing an unconventional venue for your event can be a powerful strategy that goes far beyond simply providing a space to gather. From modern spaces to
historical venues, a unique space has the ability to create truly memorable experiences that linger in attendees' minds long after the event has ended. Unlike generic meeting spaces, distinctive locations offer a rich tapestry of character, history, and ambiance.
A distinctive venue can play an important role in enhancing your brand image. By aligning your event with a space that reflects your company's values, creativity, or innovative spirit, you're sending a strong message about who you are as a company. It can be particularly impactful for small businesses who are looking to establish themselves as forward-thinking and unique in a crowded industry. Your choice of venue becomes an (albeit temporary) extension of your brand identity, which can differentiate you from competitors and leaves a lasting impression on clients, partners, and potential customers.
Your choice of venue also has the ability to
increase attendee engagement. The novelty and intrigue of an unconventional space encourages exploration and interaction, creating natural conversation starters and photo opportunities. Guests are more likely to be present and attentive in an environment that stimulates their senses and curiosity, which can lead to meaningful connections, better information retention, and a more positive overall experience of your event and, by extension, your brand.
Unconventional Event Spaces to Consider
Historic buildings
Venues with a rich past, such as castles, stately homes, or old government buildings, offer a unique blend of grandeur and
storytelling. These properties will feature stunning architecture, period details, and a sense of gravitas that lends weight to your corporate events. The historical significance can also serve as a conversation starter and provide an educational element to your gathering.
Contemporary art galleries
Art galleries are sophisticated and visually stimulating, making for a perfect backdrop for lively events. The ever-changing exhibits offer built-in decor and talking points, while the open floor plan allows for flexible layouts. These modern spaces can be particularly effective for creative industries or agencies looking to associate themselves with innovation and culture. Just keep in mind that you may need to work closely with gallery staff to ensure the safety of artworks during your event.
Industrial buildings
Converted warehouses, factories, or lofts bring a raw, urban edge to your commercial events, with high ceilings, exposed structural elements, and typically a blank canvas for customisation. They're well-suited for the likes of tech launches, creative workshops, or any event where you’re aiming to create a modern, edgy feel. The open nature of these venues can present challenges in terms of
acoustics and climate control, so consider these factors in your planning.
Outdoor locations
From botanical gardens to rooftop terraces, outdoor venues offer a refreshing alternative for events, providing natural beauty, fresh air, and more often than not, spectacular views of the surrounding area. Outdoor spaces can be a good fit for wellness events, team-building activities, or summer soirées, but they also require careful contingency planning for weather-related issues. You may need additional infrastructure for power, restrooms, and
shelter like a marquee or covered area indoors to retreat to.
Pop-up venues
Temporary spaces created specifically for events are gaining popularity because they offer so much variety, from transformed car parks to
virtual reality environments. Pop-up venues offer complete flexibility and the opportunity to create a completely custom experience. They're perfect for product launches or experiential marketing events. The main challenges lie in logistics and creating a cohesive environment from scratch, but the uniqueness factor can be well worth the effort.
Selecting the Right Unique Venue
There’s a lot to consider when
choosing the perfect venue for your event. First, you need to select a space that aligns with your brand identity and event goals. For instance, a tech startup might opt for a sleek, modern space to underscore its innovative approach, while a craft brewery might choose a rustic barn to emphasise its artisanal roots. This representation helps create a cohesive experience that reinforces your brand narrative and leaves a lasting impression on guests.
While the unique appeal of an unconventional space is important, it's just as important to consider the practical aspects of the space. Logistics such as
accessibility, parking availability, and public transport options can significantly impact your attendance levels and the success of the event overall. Additionally, you will need to evaluate the venue's infrastructure, such as its electrical capacity, internet connectivity, and audiovisual capabilities as these are critical to ensuring your event runs smoothly.
Affordability is another factor, especially for small businesses working with limited budgets. While unique spaces might be more expensive at first glance, you need to evaluate the total value they provide for your brand in terms of publicity and the potential marketing value of the venue itself. An Instagram-worthy location might
generate organic social media buzz, effectively extending your event's reach and impact without additional marketing spend.
It’s also worth checking what's included in the rental fee – does the venue's distinctive character reduce your need for additional decor or entertainment, for example, or maybe they offer in-house services that could save you money on external vendors.
When it comes to selecting and hosting an event in a unique property, the process may be daunting, but for businesses who want to separate themselves from the crowd and stand out for the right reasons, the rewards are substantial. Be sure to carefully align your choice of location with your brand identity and event goals, making sure to address any logistical considerations, and making the most of the venue's distinctive features. This will help you create experiences that resonate deeply with your attendees and set your business apart from the competition.
Guest contributor
