Venue Correspondent, Kristyna O’Connell, highlights the benefits of hosting events at unique venues by chatting to Katy Black, head of private hires at Curzon Cinemas, and Lisa Hatswell, managing director of Unique Venues of London, providing an insightful look into a modern and futuristic way to approach conferences and events.
Any conference can be hosted in any venue with enough accommodations, so why not choose a unique one? What if you could give your delegates more than just a room full of chairs and inspiring speakers? Experience is the events industry’s biggest currency, so why not use it? Hosting your next event or conference at a unique venue could prove beneficial not only for the organiser, with happy delegates, but also for future cooperation with the venue, its suppliers, and the relationships that all parties can build together.
Lisa Hatswell, managing director of Unique Venues of London, says: “Conferences are, in essence, a time for learning and networking, and where better to do so than in an environment enriched with the opportunity to engage your senses, widen your viewpoints, stretch horizons, and think creatively. Unique venues will often provide unique opportunities to engage more directly with certain subject matters and themes.”
Katy Black, head of private hires at Curzon Cinemas, adds: “I attend a lot of event shows to talk about what we do and connect with people. Many are used to hosting conferences in hotels, but typical round tables aren’t very inspiring. Hiring AV equipment can also be costly. That’s why I always suggest, ‘Come to us.’ We have tiered seating, a big screen, and an impactful way to present content. These are the key points I emphasise when talking to potential clients—cutting down AV costs and providing a unique and sustainable way to host events. We get a lot of conferences and repeat business. It’s interesting because, often, people initially don’t think it would work for them, but after discussing it, they realise it could. For example, at a recent networking event, a woman said she wasn’t interested in talking to a cinema. I asked her to give me a chance, and by the end, she saw the value. We’re in a unique space, and that’s exactly what clients are looking for.”
On why unique spaces are worth considering for your next conference or event compared to a conventional venue, Hatswell says: “Unique venues can provide immersive and engaging additional experiences, thematic hooks on which to ask the bigger questions, access to specialist educators and intellectuals, and added value in attending, versus a traditional conference centre which may be more facility-focused.”
Black also comments on the benefits of hosting a conference in a cinema: “Curzon Cinemas offers a cost-effective, modern, and immersive venue ideal for conferences, with built-in big screens that significantly reduce AV costs, a common large expense. Our tiered seating ensures clear visibility for speakers, creating a comfortable environment for attendees. Clients often take advantage of the branding opportunities, integrating their brand seamlessly into our venue, making events both visually impactful and engaging. With 200-seat theatres, we foster a strong connection between attendees and the event. Our team of venue experts supports clients from the initial inquiry to the event’s conclusion, and the fact that we attract many repeat bookers shows the value we bring. We frequently work with tech and marketing clients who appreciate the large-screen impact and immersive experience, with a growing trend in branded and fun events, particularly for product launches.”
Hatswell adds: “We know that delegates are more likely to attend a conference that is being hosted at a location that is new, different, or interesting to them. Organisers want their delegates to remember the day, to engage more directly with the subject matter, and finding a link between the conference topic and location creates a symbiosis for delegate engagement.”
While there are many ‘pros’ for hosting successful events at unique venues, what about the ‘cons’? If we are to analyse unique venues, we must consider the challenges and factors to keep in mind when hosting events at these locations.
Hatswell comments: “One of the main challenges may be the combination of standard rooms that a client might be used to at a more conventional conference centre or hotel. By using a unique venue, the different and alternative spaces are part of the reason to choose such a venue, as they provide character and interest and help inspire delegates during their day, thus providing much more than a blank canvas.”
While Black, adds: “The main challenge is that we don’t always have breakout rooms, and we can only offer standing receptions—not sit-down meals. We do tea, coffee, and standing lunches, but sit-down meals aren’t an option. Another point is the lack of natural daylight. However, these aren’t major issues for most clients.”
Curzon Cinemas has earned praise for its excellent venues and supportive event teams. HEC Paris has organised its startup pitch competition at Curzon Soho for two years, citing the venue’s originality and smooth collaboration with the efficient and responsive Curzon team. The Smalls Festival also praised Curzon Hoxton for its fantastic facilities and ideal location, with staff ensuring a seamless experience throughout their short film festival. Nibbs Events commended Joanna and the Curzon Mayfair team for making event production enjoyable, highlighting the stunning main screen as a standout feature. DDA found the Curzon team to be exceptionally helpful, always going above and beyond to meet client needs. One World Media, which hosted its awards ceremony at Curzon Soho for two consecutive years, appreciated the supportive and flexible team, the high-quality screen and projector, and the spacious bar area for receptions. Curzon is consistently recognised as a top choice for film screenings and events.
Within the collection of Unique Venues of London, there are many venues to choose here are some examples: The Embankment Galleries at Somerset House, originally a barrel-vaulted barge house, is now a modern and versatile event space featuring dramatic steel and glass staircases, hardstone flooring, and bright feature walls. The Princess Anne Theatre at BAFTA, 195 Piccadilly, offers one of the most advanced screening facilities in the world with Dolby Vision projectors, Dolby Atmos sound, and luxurious seating, making it ideal for conferences. The Helene and Johannes Huth Gallery at the Design Museum boasts floor-to-ceiling windows for natural light and views of Holland Park, with a retractable wall system for flexibility. The Great Room at RSA House, adorned with 18th-century paintings, combines historic charm with modern amenities such as air conditioning, natural daylight, and built-in AV.
There is a vast choice of unique venues for conferences, from modern spaces with cutting-edge technology to historic settings that offer character and charm. Each provides distinctive features to enhance the event experience. Hosting a conference in a cinema, for example, offers an immersive, visually impactful atmosphere with built-in AV capabilities, far different from the more conventional, often less inspiring hotel conference rooms.
