32% of the 192 events Somerset House delivered between October 2012 and October 2013 were booked by PR agencies, noting a record figure for bookings within the public relations sector. Experiential events in particular are on the rise; 18% of the events were of this type, the majority of bookings made on behalf of clients in the fashion, wine and cultural sectors.
The venue’s Edmond J. Safra Fountain Court has proven a particularly popular space for experiential events: recent functions taking place in the courtyard include Nike’s FlyKnit Experience, and the London launch of the If campaign, where Somerset House’s exterior was utilised for a projection mapping show.
Emma Barrow, head of events at Somerset House, comments: “We are very pleased about the growing demand from the PR industry, as we have worked hard to gain exposure and attract clients within this market; London Fashion Week in particular has definitely contributed in raising our profile in the fashion sector. With the consistent growth in our visitor figures, we are expecting experiential events to become increasingly vital to our events business.”