Client: Sheraton Grand Sydney Hyde Park
Event: Venue Showcase, 1 July 2026
Audience: Event planners, corporate clients, agencies and association decision-makers
Overview
Sheraton Grand Sydney Hyde Park wanted to create an engaging showcase that would bring its event spaces, hospitality offering and guest experiences to life. Working in close partnership with the Sheraton team and a network of event suppliers, Encore developed the creative strategy and production approach behind an immersive, destination-inspired event.
The result was a multi-sensory journey that transformed the hotel into a series of connected experiences, demonstrating the versatility of the venue while inspiring guests with new possibilities for their own events.
Objective
Sheraton Grand Sydney Hyde Park sought to celebrate the breadth of experiences available across the property while reconnecting with event buyers and industry partners.
The objective was to create an engaging showcase that highlighted the hotel’s event capabilities, hospitality experiences and diverse spaces in a memorable way. Encore was engaged to help bring this vision to life through creative strategy, content development and event production.
The Challenge
The hotel wanted guests to experience more than individual event spaces. The ambition was to create a cohesive journey that encouraged exploration across multiple levels and showcased how different areas of the property can work together to deliver unique event experiences.
This required a creative concept that could unite a wide range of spaces, suppliers and activations while maintaining a clear narrative from arrival to departure.
Solutions & Approach
Building the Experience Around a Journey
The creative concept began with a simple idea inspired by the event invitation. Working closely with Sheraton’s Director of Sales and Distribution, Encore developed a travel-inspired theme based around a boarding pass experience. This provided a framework for guests to move through a carefully curated journey that linked multiple event spaces and showcased seasonal event possibilities.
The concept transformed the venue into two distinct destinations: a festive winter-inspired experience and a vacation, summer-inspired experience. Every activation, styling element, content asset and production decision was designed to contribute to the overall narrative.
Bringing Storytelling to Life Through Production
Encore led the creative production strategy, designing a series of immersive touchpoints that used lighting, LED technology, scenic design and custom content to guide guests through the experience.
Watch the behind the scenes setup.
Custom-created digital content became an integral part of the storytelling. Animated departure and arrival boards, aircraft window views and themed visuals reinforced the travel narrative while demonstrating how technology can be used to transform venue spaces.
Lighting played a central role throughout the event. From runway-inspired LED lighting pathways and illuminated transitions through to dynamic ballroom effects of dynamic, hanging LED rings, every production element was designed to enhance the guest journey and create memorable moments.
Delivering Through Collaboration
The event was brought to life through strong collaboration between Sheraton, Encore and a carefully selected group of suppliers.
Entertainment providers, experiential partners, hospitality teams and activation suppliers each contributed unique elements to the showcase. Together, these partners created a seamless experience that demonstrated the power of collaboration in delivering engaging and memorable events.
