A stage built to be taken apart

The brief

L'Oréal booked Hyatt Regency Da Nang for a plenary conference built around a single idea: “Sustainability for Growth”. The content team had the message. What they needed was a production partner willing to hold the room to the same standard as the presentation, because an audience of roughly 300 people would spend a full day looking at whatever we built.

The instruction was unusually specific and unusually welcome. Nothing in the room could be a single-use build. Stage, backdrop, branding and table decoration all had to be genuinely recyclable at the end of the event, and the result still had to look like a corporate L'Oréal conference, not like a compromise made for the sake of a theme.

What we delivered

iMAGINE Events Asia produced the conference end to end, with one bilingual lead owning the material choices, the technical design, the venue liaison and the live delivery.

• Recyclable stage and scenic build, a full-scale corporate stage engineered from recyclable materials, structurally sound for presenters and AV loads, and designed from the outset to be separated and recycled at strike.
• Backdrop, a large-format conference backdrop matched to the campaign identity, produced on recyclable stock rather than conventional laminated print.
• Full AV and staging, screen, projection and content playback, line-array audio, conference lighting and presenter monitors, operated by our own crew.
• Event branding, signage, wayfinding and in-room brand moments across the conference floor, applied to the same recyclable material standard.
• Recyclable table decoration, table and room dressing designed to read as considered corporate styling while remaining fully recyclable.
• Run-of-show, scripted show-flow, rehearsed speaker transitions and live show-calling for the plenary day.

The programme

A single plenary day, staged so the sustainability decision was visible in the room rather than explained from the lectern.

• Build. Load-in and assembly of the recyclable stage, backdrop and scenic elements, followed by full technical installation and system tuning.
• Rehearsal. Technical and speaker rehearsals with the client team, cues locked before doors.
• Conference day. Delegate arrival and registration, then a full plenary programme for around 300 people, keynote, business content and campaign sessions, run to a scripted show-flow.
• Strike. A de-rig planned as part of the design: elements separated by material stream so the build could actually be recycled rather than skipped.

Scale and specifications

The scale of the room, and the technical and material package our crew installed, operated and struck.

• Vision, conference screen and projection with managed content playback and presenter monitors.
• Audio, line-array system covering the plenary room, with wireless handheld and lavalier microphones for presenters.
• Lighting, stage key and wash lighting plus room ambience, set to keep the backdrop and scenic finish reading cleanly on camera.
• Scenic, recyclable stage structure, backdrop, branded signage and table decoration, specified together so every material had a disposal route.
• Crew, bilingual stage management, technical operators and setup crew on site from load-in through strike.

The outcome

The theme held up under its own scrutiny. Delegates sat in a room where the stage they were looking at was itself an example of the argument being made from it, a full-scale corporate build that met the brand's visual standard and was designed to come apart and be recycled.

For L'Oréal it removed the risk that a sustainability conference would be undercut by its own set. For us it set the internal standard for recyclable production: material choices made at design stage, not retrofitted as an offset afterwards.