Can Theatre Inspire Corporate set design? - Let's explore the parallels of Corporate vs Theatre

Before we begin; Spoiler alert: we absolutely can take inspiration from theatre to help us create corporate set designs for conferences and exhibitions. I guess the question is, should we? Are we? and if not why not?

As is often the case with inspiration I was trailing the internet today without aim and found a target I didn't even expect to find. The clip below is from the National Theatre England's performance of Phaedra in 2023.

The Difference between corporate vs theatre

This set is obviously very ambitious, 5 moveable, rotatable sets that not only sets the scene for the performers but it almost can be seen as a performance or an art piece in it's own respect. That's where we find the first difference between the common purpose of theatrical and corporate set design: Art. When we create a set for a conference the purpose is two fold, the backdrop to inspiring content and talks and canvas for Branding and sponsorship not Beauty and theatre. But why can't it be both?

The priority of profit

Budget in events not only restricts size but it restricts creativity. It is often rare to find a client who values the perk of an outside of the box set design over a keynote speaker and rightfully so, the aim of a conference or an exhibition is to share knowledge and foster business and that needs to be prioritised when considering budget allocations. In the end often a simple set and stage with logos and branding is all that's needed to elevate a good event to a great event.

The Light at the end of the tunnel

So ok, in most cases, much to my disappointment "the theatre" and "corporate events" although similar don't completely gel. But that doesn't mean we can't use either for inspiration for the other. You may not be working to win an Tony award but the aim is still to have your audience leaving your event saying "wow" and you can do that with a little bit of Set sparkle.

So let's not consider this a Corporate vs Theatre fight to the death and more a Corporate and Theatre tag team match against anyone who dares to go up against them alone!