Create an exciting event Tiziano Marchetto with his Frescopensiero works on creativity and brings a fresh breath into the world of events.
Notwithstanding the fact that the creativity of others can be admired, but copying never produces the same result, we ask Tiziano Marchetto what characteristics an event must have, whatever form it may take.
by Anna Baldo
With a long experience in the field of corporate, private and public events, Tiziano Marchetto was the creator and organiser of the first wellness fair in Italy, conceived as a large event open to the public to create culture on the subject, through direct experience, and to present the best realities of the sector.
He recently successfully launched the new format of Oltre il Festival, a side event at the Sanremo Festival that talked about music, beauty and the environment. 
Tiziano Marchetto OT.: What is your idea of an event?
TM..: An event must be memorable, remain in the hearts of those who attend it.
It is built by working fundamentally on two variables, time and space.
Everything else, i.e. how I will fill this time and space, comes later.
The choice of venue is crucial: it must have the capacity and technical characteristics that lend themselves to the activities planned for the guests.
As for time, the question to ask is: how do I want my guests to spend their time at the event? I have to deal with the quality of this time.
Beyond the Festival, side event at the Sanremo Festival OT.: How do I get this result?
TM..: I start by writing an original, and always tailor-made script, calibrated to the client's brief and objective.
Then I develop a meticulous direction of all the chosen content. It is crucial to be able to imagine the event, anticipating how it will actually unfold.
I think about how to make guests feel good, and how I can make them experiencing unique emotions.
Whoever is in charge of directing an event must choose the best possible team, in which each person, in his or her role, can give the best possible performance, within his or her area of competence.
An alchemy of elements must be created that produces a winning mix, from the host to the caterer, from security to the sound engineer, from the lighting technician to the floral designer, from the production manager to all the artists present.
And it is precisely the latter who, with their performances, touch the chords of the soul and enter the emotional space of those present, making the memory exciting and indelible. 
Ivory carpet runner OT.: How do you modify the event space?
TM..: Type of event, duration of the event, number of participants define the spaces to be plotted which must be functional to the result I am pursuing.
Given that to harmony we all respond positively, it is important to organise everything in a balanced, fluid way, creating a path and imagining how each guest will find themselves at the different stages of this journey.
Feelings come from the atmosphere I can create, and that is why fittings are crucial.
The space hosting the event is transformed, sometimes radically, using decorations, lighting, furniture and various coverings to make it seductive. All elements that, when artfully combined, really change the face of the original location.
OT.: Which aspects do you favour, when defining the lay-out?
TM..: I start by identifying a centrality on which everything then converges.
In most cases it corresponds to the stage used for institutional and entertainment moments.
It is essential, then, to work on every little detail, which becomes important in order to reassure guests and ensure that they always find the information that is right for them.
The pleasantness of an environment, and of an event, is the result of the combination of countless aspects.
The person arriving on the scene may not be able to analyse them all, but, when nothing is left to chance, there is a feeling of well-being and harmony involving all the senses and this is what makes the event a success. 
OT.: And here we come to the subject of carpets: what place do they have in an event?
TM..: The sense of cosiness depends on the completeness of a room, and therefore the carpet also plays an important role in a layout.
I often use long carpeted lanes, with which I cover large surfaces, with a red carpet effect; the stages I have built for artistic moments are always carpeted and for this I still use carpets, and then I also add furniture carpets to finish it all off.
Especially when I work in very large environments, defining the event areas is important, so as not to convey a sense of dispersion. In this the flooring is crucial.
If, then, it is a luxury event, even the carpet will adapt and can therefore be a dedicated creation, which will be of considerable importance and stand out. In this case, it would be a huge mistake to neglect the look of the floor or carpet, choosing something that is not in line with the general tone of the event and the client for whom it is being organised.
This is one of those details that can decide the overall outcome of the event, so it is best handled carefully and intelligently. 
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