Bringing the Outdoors In: The Growing Trend of Nature-Inspired Events and Activations
Nature has long been a wellspring of inspiration for event planners and designers. The calming, rejuvenating effect of the outdoors, with its lush greenery, vibrant florals, and tranquil landscapes, has always been a go-to theme for creating memorable events. However, the industry has definitely seen a resurgence in the use of nature-inspired decor and design in the last several years. This trend isn't just about aesthetics; it also reflects a deeper understanding of the psychology of nature, a commitment to sustainability, and a desire to immerse attendees in unique and unforgettable experiences. Our daily lives are often marked by screens and concrete jungles, so the allure of nature-inspired events and activations has never been more potent. Let’s explore this growing trend.
Nature as a Design Element
One of the most striking ways to bring the outdoors in is through the use of plant walls and living installations. These green creations serve as a captivating backdrop and instantly transport attendees to a natural setting. For example, Birkenstock's precursor anniversary event featured panoramas of cork trees and bark nestled into moss. This not only showcased the brand's commitment to using sustainable natural materials but also created an immersive environment that resonated with the brand's values.
Tres Generaciones, a tequila brand celebrating its 50th anniversary, took the concept a step further by using real plants and soil as decor throughout its event space. This approach brought the brand back to its roots, quite literally, and emphasized the rich history and dedication to the tequila-making process. The choice of real plants and soil made a powerful statement about authenticity and sustainability.
Photo: Team Epiphany/Dorothy Hong
The Psychology of Nature in Design
The use of nature-inspired decor goes beyond aesthetics; it taps into the psychology of nature in design. Studies have shown that exposure to natural elements can reduce stress, improve mood, and enhance cognitive performance. When event planners incorporate nature-inspired decor, they are creating an environment that promotes well-being and relaxation.
At VidCon, Mars celebrated its candy brands with a summer camp-inspired booth, featuring a "feel-good forest" for Starburst. Guests were invited to write encouraging messages, which were hung from the trees. This interactive and positive environment not only engaged attendees but also provided a space where they could connect with each other in a feel-good setting.
Similarly, the Smithsonian National Museum of Natural History transformed its rotunda into a jungle for the reopening of its fossil hall. The tropical greenery and projections of pterodactyls created a captivating and educational atmosphere, engaging guests in a natural setting while celebrating the museum's renovation.
Sustainability and Eco-friendly Decor
With a growing emphasis on sustainability, eco-friendly decor has become a key component of modern events. This trend is evident in the use of real plants, soil, and recycled materials to create immersive experiences that minimize environmental impact.
Savage X Fenty's influencer event, in conjunction with Prime Video, featured decor inspired by "nocturnal nature." The event's desert catwalk was built with architecturally stunning silver arches and sandstone cliffs, emphasizing the blend of style, dance, and nature. This commitment to eco-friendly decor aligns with the values of both the brand and its audience.
With the rise of sustainable and eco-friendly design, the event industry is proving that it's possible to create extraordinary experiences while also being responsible stewards of the environment. Whether it's through the use of repurposed materials, live plants, or a focus on waste reduction, the commitment to sustainability is a significant driving force behind the nature-inspired event trend.
Photo: Line 8 Photography
Immersive Experiences
Nature-inspired events are all about creating immersive experiences that transport attendees to another world. At SXSW, Showtime's activation for its show Yellowjackets recreated a snowy wilderness scene, immersing guests in the storyline of the show. The attention to detail and the use of natural elements made the event truly unforgettable.
The 2020 SAG Awards' official after-party, themed as a "cherry blossom forest," mixed trees with plush furniture and pops of pink. The choice to create a unique forest atmosphere resonated with attendees, making it a memorable event and demonstrating how nature-inspired decor can elevate a party.
Photo: Courtesy of 1 Hotels
The trend of nature-inspired events and activations isn’t just a fad; it reflects a deep understanding of the psychology of nature in design, a commitment to sustainability, and a desire to create immersive and unforgettable experiences for attendees. Whether it's through plant walls, real plants and soil, or creative decor, nature-inspired events bring the outdoors in and elevate the event industry to new heights. As we continue to seek harmony with the natural world, these events serve as a reminder of the beauty and tranquility that nature provides.