(Open Air Business Magazine Feature)

Earlier this year, we were delighted and grateful to be contacted by the team at Open Air Business, both a digital and printed magazine about all things outdoor hospitality and event businesses.

The publication's mission? To provide expert insights on key topics relevant to the outdoor hospitality market while also showcasing successful businesses in the industry! Hence, why we’re incredibly honoured to be featured in this issue and even more excited to be on the front cover! With access and an opportunity to speak to their thousands of readers, we decided to feature a topic we feel is most neglected but important in this age of festivals and outdoor events: aesthetics and atmosphere.

Here’s a sneak peek of what we explored in the article. To read the full piece, click the link below:

OPEN AIR BUSINESS ARTICLE

Why this topic?

Aesthetics and atmosphere is something that is quite often overlooked and almost always an afterthought for festivals and outdoor events. But this has to change if festivals want to survive in today's age.

Festivals have evolved far beyond music. With competition fiercer than ever and many long-standing events struggling to survive, today’s festival-goers are looking for more than just a lineup, they’re investing in experiences.

In today’s festival scene, visual and atmospheric identity is as vital as the lineup. Guests want spaces that inspire, tell a story, and are worth sharing. Great theming goes beyond looks, it creates connection, immersion, and lasting loyalty. Here are a few of the key locations and steps in your customers' journey to keep in mind when planning your event experience (P.S., these also happen to be the most overlooked ones, too!).

Our Top Tips and Locations to Keep Top of Mind

1) Crafting the Guest Journey, From Entrance to Exit

With every ticket now seen as an investment, the guest experience should begin long before the main stage. From eye-catching entrances and styled signage to thoughtful lounge areas and immersive touchpoints, every detail contributes to the atmosphere. Design choices should reflect your festival’s identity and resonate visually, encouraging engagement, relaxation, and shareable moments throughout the ENTIRE site.

2) Bringing Boutique Hotel Luxury to the Festival Field

Today’s festival VIP zones go far beyond wristbands and posh loos, they’re about curated luxury at every turn. From photo-worthy entrances and stylish seating to wellness spaces and cocktail terraces, VIP areas should feel like boutique hotels in the wild. Thoughtful details like soft lighting, premium furnishings, and elegant bar setups create a premium experience that feels immersive, personal, and well worth the upgrade.

3) Consistency is Key

Every design choice, no matter how small, shapes the overall event vibe. A consistent use of colour, materials, and texture across your festival site helps create a strong, recognisable identity. Start with smaller touches like decor around signage and poles, then scale up with ceiling installations, photo ops, and styled zone entrances. Over time, these details evolve into your festival’s signature style and become recognisable to visitors and even onlookers on social media.

4) Quick Decor Wins

Small, intentional decor choices can dramatically boost your festival’s atmosphere. For an earthy feel, think rustic crates, warm lighting, and greenery, just be mindful of sustainability when choosing real vs artificial plants.

Want more colour? Use fabric strips, bold signage, and playful typography to bring energy to trees, tents, and touchpoints. Focus on texture, scale, and shape to create a cohesive look across your site.

5) Sustainable Style

Festival decor is full of creative potential, but it can also generate serious waste. One key consideration is hire vs buy. While owning might seem cost-effective, long-term storage, upkeep, and transport can take a toll. Hiring from trusted suppliers ensures top-quality items, a fresh look each year, and less environmental impact.

Signage is another area to rethink. Swap disposable PVC banners for durable alternatives like reclaimed wood, chalkboards, or custom neons. These pieces not only reduce waste but become part of your festival’s long-term identity.

Waste disposal is also a major sustainability challenge at festivals, but it can also be an opportunity for creativity. Design visually engaging recycling stations that encourage guests to sort waste properly. A themed approach not only boosts recycling rates but also enhances the overall festival vibe.

6) Choosing Sustainable Suppliers

If outsourcing decor, choose multi-service suppliers who can provide multiple elements, reducing the need for excessive deliveries, half-filled vans, and additional crew members. While this may mean compromising on small details, such as a specific table style, it significantly reduces carbon emissions, simplifies logistics, and optimises budget spending.

7) Seamless Production and Making Decor Setup a Breeze

Effective production planning is key to a smooth festival setup. Clear timelines and logistics are essential, especially for complex elements like tent ceiling installations that may require a full day of work. Ensure tents are erected, grass is cut, and third-party structures are in place ahead of time to avoid delays.

Designate a production team member to oversee decor, ensuring clear communication with suppliers and troubleshooting issues on-site.

Where furniture and decor are owned, post-event care is just as crucial! Assign someone to manage cleaning, drying, and storage, which extends the life of your decor and streamlines next year’s planning.

Who Are We?

We are quite simply your one-stop shop for festival theming and event design!

Nikkita Palmer Designs is a seasoned events business with extensive experience across festivals, live events, gatherings, pop-ups, corporate events, and parties.

Founded in 2017 by award-winning designers and authors Nikkita Palmer and Billy Barker, we’re proud of our sustainable approach to creating unforgettable guest experiences at events across the UK.

We offer a vast collection of vintage, salvaged, and handcrafted furniture and props, all made and restored in our Cambridgeshire workshop from reclaimed materials. Specialising in VIP areas, we’ve had the privilege of supplying some of the UK’s top festivals, transforming open fields into boutique, design-driven spaces. Whether you’re crafting a laid-back retreat or an eye-catching setup, we bring unique character and expert craftsmanship to every creation.