Unique appearance and experience against an industrial backdrop
Literally all the space you need, just outside Amsterdam, with a unique atmosphere. Marketing software specialist Bynder didn't have to think twice about the location for its international OnBrand event in October 2018. Just like last year's edition, it was DEEPL_NT_28 in Halfweg. "This location has a unique industrial look and feel. That's exactly what makes it more than perfectly suited for a modern event concept like the one we have in mind for our international guests," says Kitija Rubike, PR and Brand specialist at Bynder. "Due to the history of the complex, a former sugar factory, the accommodation adds a special industrial character to our event."
By: Henny Beijer | Image: Dan Taylor
The place to be for marketing experts
More than 1,600 participants from home and abroad gathered at SugarFactory on October 11 for Europe's leading conference in the field of branding and marketing. Since 2015, Amsterdam has been the place to be once a year for everyone who matters in marketing, advertising, tech, and design. Top marketers, brand directors, and creatives spend a day discussing trends and the future of marketing. They also listen to numerous keynote speakers who share their vision on how brands can remain top of mind and favorites among consumers and customers in these times of great change. "This year, we had Emanuele Madeddu from National Geographic, Max Amordeluso from Amazon, and Perre van den Brink on behalf of Vice on stage, among others." According to Katija Rubike of Bynder. The entire event location of SugarFactory was available for OnBrand. Two main stages were set up, two workshop rooms were constructed, and a special Brand Tech stage was created. In addition, there were numerous lounge areas, an outdoor food court, and a partner area where smaller meeting places were set up, suitable for personal contacts. "What we found very special was the so-called Bynder Booth," says Marleen Meis, account manager at SugarFactory. "It was a real wooden object about five meters high in the open space between the ground floor and the first floor. Very original and clever use of the possibilities at that point in our building." The placement of the VIP reception on the so-called sugar deck was also a great find; subtly separated and yet part of the ambiance of the conference. "And with a unique view of the beet spray house, an original element from the days of the sugar factory…"
Appearance
Shortly after the successful third edition of OnBrand, held for the first time at SugarFactory, initiator Bynder contacted the venue to arrange the booking for 2018. Rubike: "The location offers plenty of space to accommodate the number of visitors we are talking about, at least 1,500 people, and possibly more in view of further growth in visitor numbers. Which was also the case in 2018." The client was just as enthusiastic about the atmosphere and ambiance of the complex: even without any furnishings, the authentic factory atmosphere is appealing. Creative minds can then give free rein to their imagination to further refine and personalize the look and feel. DEEPL_NT_28 lends itself to actually realizing our own creative production and designing the available space according to the developed concept and theme. They give us plenty of freedom and opportunity in this regard. As the owner, we naturally explicitly monitor the safety of the guests and the budgetary feasibility. After all, it must be a successful collaboration in every respect."
Contrast
Whereas last year's OnBrand was all about technical futurism, this year's concept was an earthy look. This was reflected in elements of the interior design—such as the tree object in the central space—but also in the catering concept. Dishes, snacks, and drinks subtly referenced natural origins and purity. Marleen Meis: "That also offered a special contrast: the rawness of the industrial elements in the building and then the link to earth and origins. We are also surprised time and again by the experience that can be created in our factory."
Compliments
Bynder's guests look back on their visit to SugarCity with the same sense of wonder, as Rubika knows from initial evaluations and responses: "Our guests were very impressed with the location and the atmosphere in which our conference took place. We received nothing but compliments about the unique experience we offered them." She is keen to add: "We ourselves are extremely happy with the collaboration. The employees and staff of SugarFactory were once again extremely helpful. It was easy and, above all, enjoyable to work with them." And that feeling is mutual, Meis emphasizes: "A great client, open-minded and realistic. That makes working together pleasant and constructive above all else.
