25th anniversary of the KRUK S.A. company

The creative concept of the event was based on music as an international language that builds community and is understood by all. KRUK S.A. was presented as an orchestra composing a piece of the future in its industry. Individual stave lines represented the countries in which KRUK S.A. is based. Meanwhile, the musical instruments were the members of the management board, with the president of KRUK S.A. acting as conductor. To emphasise the role of the individual in the team and the international aspect of the company’s activities, speeches by directors from each country were woven into the script. These were reinforced by the songs from these countries. In line with the theme, the event was divided into three parts: an opening and welcoming ceremony with animations, a visual show with video mapping and the journey of a virtual raven presenting the company's development over the following years, and an artistic part with a performance by the popular singer Natasza Urbańska with the Dziubek Band, followed by Marek Sierocki as DJ.

The event combined tradition, through the chosen space, and modernity, thanks to technology with the use of a 600m2 LED screen. The semi-circular shape of the screen corresponded with the architecture of the space, while the 5 m high side screens and lighting emphasised the immersion in the created world. To exploit the potential of the screen, complex animations had to be created, which took over eight months to design. More than 50 animations were created in 33.6K format. The Centennial Hall’s modernist architecture was also emphasised by a linear laser mapping in the 42 m high dome of the facility, presenting, among other things, the journey of a symbolic digital raven ‘flying out’ from a diode screen towards the top of the Hall. The entire event took place on the floor of the 4,370 m2 Centennial Hall. It was important to organise the areas and attractions (VR stations, themed live cooking shows, a water screen with spectacular animations) to create a sense of comfort and well-being for participants in such a large space.

Work on the event lasted more than 15 months, with over 200 professionals involved at various stages. The largest diode screen ever used at a closed event in Poland was constructed for the event, with an area of 600m2, measuring up to 90m in length and up to 11m in height. The semicircular shape of the structure was reminiscent of the architecture of the Centennial Hall, and the 5m high side screens and lighting emphasised the immersion in the created world. Hotel and transport logistics for the event included organising the participants' stay in Wroclaw. An email concierge service was also set up to ensure the best possible experience, and during the event, the experience was enhanced by chaperones at each of the 12 hotels where guests were accommodated. By planning the stay of the guests several months in advance, it was possible to organise accommodation for the participants in 12 hotels of an appropriate standard and to maintain 100% occupancy of the booked rooms.

The event remained true to the concept and reinforced key aspects important to the client, such as emphasising the international aspect of the business, despite the complexity and simultaneous use of a variety of techniques and attractions. The event, which lasted over eight hours, was attended by 650 guests, including those from Italy, Spain, Romania, the Czech Republic, Slovakia and Malta. The success of the event is evidenced by the high rating of 4.83/5 given to the attractiveness of the event by participants in the evaluation survey.

The event aimed to strengthen relationships with stakeholders and business partners by creating a unique experience beyond the event itself. This was influenced by communication preparation and the close contact and individual support of the participants also in the run-up to the event. It was achieved by: 1. The event website, used to register participants and provide all key information about the event; 2. Newsletter – sustained communication with participants before and after the event; 3. Concierge care, available to participants from the moment they registered for the event; 4. Extensive reception area and host care both during the event and at each of the 12 hotels where guests stayed overnight. 5. Branding - all elements of the event were in line with the KRUK S.A. branding, which strengthened the brand awareness building among the participants.

The space was designed with sustainability and ecology in mind, with greenery and plants being an important element. Cut flowers were not used. All plants, from flowers to 3-metre-high trees, were potted, not wasted and reused. Traditional decorations such as confetti were replaced by virtual confetti displayed on an LED screen and as mapping in the dome of the Hall, an element that emphasised the environmental aspect of the event. The calculated carbon footprint of 56 tonnes of CO2e has been fully offset. All plants, from flowers to 3-metre potted trees, were reused, and some were planted. In addition, despite the complexity of the logistical aspect of coordinating the stay of 650 people in 12 hotels in Wroclaw, their stay was planned by avoiding empty bookings, optimising transport, using only local transport companies and thus reducing the carbon footprint.