For the latest edition of the Event Industry News podcast, we welcomed Mark Rivkin, managing director at Crucial FX, to discuss his latest venture: Origin
Crucial FX is an experience company that utilises technology such as projection mapping, lasers and sound to create stunning live events. Product launches, dinner shows, and seasonal celebrations are just a few examples of where Crucial FX are commissioned with creating memorable experiences that later become a talking point.
Mark explained that describing to customers what Crucial FX can do proved difficult at times because of the range of services they can offer. Origin was therefore created as a means of demonstrating just what the company can achieve. It is described on the Crucial FX website as an “interactive playground”.
Describing Origin as a “bombardment” of the senses, Mark explained that Origin uses vibrations, smells, sounds and visuals to really showcase what Crucial FX deliver. Origin was also a reason to attain a London base and, therefore, become closer to key clients.
Because of social media and the Internet, people can experience projection mapping and experiential events without even leaving their homes. This creates challenges for companies such as Crucial FX and their clients to create original and fresh events that will leave a mark on the audience.
In terms of creating Origin itself, Mark stated that they came up with the idea first and then battled the implications. He explained: “We wanted to create a technical experience like no other, to showcase the creative capabilities and to start conversations with new potential partners.”
“We push innovation,” Mark commented, explaining that is what keeps their products exciting. Creativity also plays a major role in keeping the company (and therefore the brands with which it works) “fresh, challenging and engaging.”
If you would like to feature on one of our weekly podcasts, email us at editor@eventindustrynews.com
Hybrid Events? The concept doesn’t exist to C2’s Experiential Campaigns
Tips to go from attendee to speaker at a tech conference
Scaling with event tech
How to approach event launches and re-launches
How to design and deliver a flawless Hackathon
Destination Emirates Old Trafford
Sound: The Underrated but Fundamental Element of Events with Thomas Serrano
IMEX: Rebranding an established event
Scaling events on a global scale
TURF for event sponsorships
Reset Connect and the power of a positive event
emc3: Events as a force for good
The Valuable 500: Working to end disability exclusion
The Events Club: A members’ club for events people
Accessibility, diversity and sustainability
Touchdreams: Shaping websites for 2023
Budget or Bust: How new event budgeting tools can save the bottom line
What’s happening at EMEC 2023
Tag Digital: New Model Marketing & the benefits of an integrated approach
Visual Architects: Exploring visual identity
Join Podbean Ads Marketplace and connect with engaged listeners.
Advertise Today
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
U.S Property Podcast
Aligned Money Show
Gorse Culture PODcast : The H.R. Detective Agency!
The Ramsey Show
Planet Money