Latitude Festival is a vibrant annual event celebrating music, dance, comedy, poetry, theatre, family activities, and more. This lively mix of arts and culture takes place in the picturesque outdoors of Henham Park, Suffolk, every mid-July.
On the same site, Latitude Luxury offers a dedicated VIP campsite with premium amenities such as a bar tent, a 300-seat restaurant, wellness spaces, pamper parlours, and luxury shower and toilet facilities. Accommodation options range from bell tents to yurts and other glamping structures.
Not only is this a festival we love, but it is also one we were thrilled to return to for the second year in a row in 2024!
Festival Installations and Luxury Furniture Hire
Latitude Festival Lounges 2024
The Brief
Following the great success and appeal of Latitude Luxury in 2023, the client aimed to elevate and build upon the guest experience in 2024. The. key priorities included:
Enhancing the brand identity.
Improving the customer journey.
Upgrading the visual aesthetics of the space.
We collaborated with the event producers to review and evaluate our work from 2023, incorporating feedback and findings into the 2024 plan. The client wanted to retain key staging elements while introducing minor adjustments, such as adding seating and modifying seat heights. With our extensive inventory of chairs, benches, and sofas, these changes were seamlessly accommodated.
Alongside the luxury seating areas, we also proposed ideas and plans for within the restaurant and dining spaces, recommending reclaimed tables, benches and bespoke bar set-ups. The team were delighted to see the options available and opted for our input in the area.
The Installation
One key lesson from 2023 was the importance of seat heights in creating a comfortable environment. With that in mind, we replaced some low-level seating with higher, more practical options that aligned with the festival’s wider theme.
The Restaurant
Being a new addition to our scope in 2024, we were eager to design a package that continued the festival’s style and aesthetic throughout the site.
Upon installation, we introduced a range of practical yet comfortable seating options, tables, and benches for the dining area, alongside a bespoke square bar. This not only provided a gracious space for dining but also allowed guests to mingle and spend time with friends away from the festival’s busier areas.
The Lounge
For 2024, we expanded our involvement to include "The Lounge," a premium area within the main festival arena for VIP guests. Guests paid a premium for access to this space, which featured a dedicated bar, upgraded seating, and a relaxation zone.
We started by installing a bespoke entrance adorned with rustic oars, fishing nets, and a hand-crafted sign. This not only clearly signposted the area but also tied the swimming and lake theme to it.
From here, we then manufactured more seating out of reclaimed materials and completed them with new, colourful cushions to bring the space to life.
In the final stages of planning this area, we also worked closely with the client to build a secret luxury space for some key sponsors to enjoy. While given tight deadlines, it was a great experience to create something so luxurious within an outdoor setting. We achieved this with our luxury sofa lounges, bespoke florals and hand-picked accessories.
Having already created an impactful space in 2023, we entered 2024 armed with a year’s worth of experience and knowledge of the site and suppliers. This streamlined our planning processes and timelines for the second year.
Working across diverse areas, themes, concepts, and budgets can be challenging, but drawing on our extensive experience with live events, we collaborated effectively to deliver each space in alignment with the client’s brief and vision.
The Results
LONDON EVENT PRODUCTION SPECIALISTS
“Nikkita is a joy to work with and makes my life much easier as an event manager! She comes up with unique ideas to help make our event areas shine, and her furniture is comfortable and perfect for indoor and outdoor settings! 100% would recommend!”
