‘Worthwhile Meanwhile’ venues – creating extraordinary moments in venue hire Six months into the activation of Thirty Eight Grosvenor Square, it’s clear that Worthwhile Meanwhile venues offer unique opportunities for all.
06 Sep 2018
Thirty Eight Grosvenor Square
Every event-team looks forward to those extraordinary moments when everything comes together seamlessly. But such occasions are temporary by nature. Yet, when timed perfectly, these fleeting moments can become culturally significant.
On a larger scale this is a lot like a ‘Meanwhile Use’ venue. A ‘Meanwhile Use’ venue enables the interim activation of a temporarily empty building until it’s ready to have a new, often commercial function. Managed strategically, a ‘Meanwhile’ venue becomes a “Worthwhile Meanwhile” Venue – an interim venue which promises landlords, brands, location scouts and event producers the opportunity to seize a rare opportunity, for the benefit of all. The caveat is – you have to act quickly in order to secure these sought-after spaces as they can evolve into their new purposes as swiftly as they can pop up in London’s ever-changing events market.
At Venue Lab, our mission is to transform the temporary into the extraordinary, providing a constantly evolving portfolio of venues. This mission led us to the creation and Venue Management of Thirty Eight Grosvenor Square. Our excitement began when we first saw the white stucco-fronted elegance of this former Indonesian Embassy. A Grade II* listed townhouse in the heart of Mayfair, the team could see the building’s brilliant potential for brands and events across diverse industries.
Our instinct and experience paid off, the huge renovations to the 1970’s decor revealed a sparkling event space which brands could run with and make their own “Home” in the heart of Mayfair. Since it’s official launch in March, Thirty Eight Grosvenor Square has been the centre of some of London’s most exciting events. Evolving the space into a creatively inspiring venue, brands such as Moět & Chandon, St-Germain, Hermès and House of Holland have taken residence for a day, a weekend and even a week. They’ve opened the doors to public, press, VIP’s and private audiences alike, filling this enchanting townhouse with a whole new legacy.
This is where the beauty of a ‘Worthwhile Meanwhile’ venue comes in. Those extraordinary moments suddenly become possible. Brands can ignite unusual, imaginative visions; undiscovered creatives can have a voice; areas can be regenerated; neighbourhoods empowered and the space itself given all foundations needed for its second life.
Yet Meanwhile Leases don’t have limitless duration. As propellers of rare moments, the key to these spaces is the power of their impermanence. Brands, filmmakers and event-producers need to act quickly to tap into their quirky architecture, out-of-the-ordinary qualities and unparalleled appeal. With creativity and careful management, these spaces capture the zeitgeist, building a long-term legacy to engage audiences way beyond the event.
Make sure you capture the opportunity for an extraordinary moment and contact our team today.