Celebrating Progress, People and Culture at 30 Euston Square

Bringing Two Key Events Together

Some events are memorable because of their content, while others stand out for the atmosphere they create. This event, delivered in partnership with Searcys and Forward, successfully achieved both

The event was set to be a two-part day with a goal of bringing together between 100-150 guests from across WSH and the Searcys brand to partake in a supplier showcase, multiple company insights about updates on our progress across Inclusion by Design, Nurturing and Growing Talent, Progressive Partnerships and Step Up, and then a Food Festival to wrap up the day with a huge celebration of culture. The closing part of the day invited members from across Searcys to bring a dish that presented their culture. It did not matter whether they are a chef by trade – attendees who signed up to present their culture came from Senior Leadership, Sales, Operations and more. It was incredibly important that each new chef had ample space to truly celebrate what made their culture special.

The objective event was to deliver to distinct parts of the day with different tones, support the set-up of a total of over 22 supplier stands and 9 chef’s stands across the two parts of the day. All without guests seeing how the spaces transformed.

Delivering A Completely Transformed Space

What made the event particularly successful was not simply the logistics of the transformation, but the way hospitality remained at the heart of the guest experience throughout.

The morning focused on meaningful conversations, supplier engagement and thought leadership, creating an environment that encouraged knowledge-sharing. As the day progressed, the atmosphere evolved into a lively celebration of global culture, with food becoming a powerful way of bringing people together.

The afternoon festival introduced a completely new look and feel, featuring international cuisine, chef-led stations, cultural showcases and live entertainment from a steel band.

With the guests enjoying the key-note speeches that rounded out the Second Nature Summit led by Searcys, the 30 Euston Square were able to transform the Exhibition Hall ready for the food festival. More stands came in, visual branding on all AV stands were changed and a complete brand takeover was done on the elevators and staircase. When the Summit concluded in the auditorium, guests immediately walked out into an immersive hospitality experience, demonstrating how food, culture and event production can work together to create memorable moments.

The visual branding on the stairs and lifts was done by Fusion Events, a key partner with 30 Euston Square, and paired with the Media Wall, static and mobile screens that had been placed throughout the venue, and new digital totems, the AV elements created a technical path for guests to follow.

“We were incredibly proud to host an event that not only highlighted the positive work being carried out across Searcys with our People initiatives but also celebrated the people and cultures that make our industry so vibrant. The two events might have been separated by their branding and objective, but the combination of the Second Nature Summit and the Global Food and Culture Festival created a real conversation about the highlighting people within our business.

At 30 Euston Square, we believe great hospitality is about creating environments where people feel welcomed and valued. Seeing guests engage with suppliers, learn from one another and then come together over food, music and shared experiences perfectly captured what hospitality can achieve. It was a fantastic showcase of the versatility of our venue, but even more importantly, it was about community and inclusivity.” Salem Retibi, Venue Director says.