60 Seconds with Altitude's marketing director Peter Kerwood...
How was the party?
Great fun. 250 specially invited guests from companies that included Absolute Radio, Credit Suisse, Spectra, Grass Roots, Barclays, Bauer Media and BSkyB, canapés that included goats cheese wrapped beetroot with caramelised walnut and foie gras rolled in pistachio nuts. The "clever cup cakes" featured edible QR codes that linked to altitudelondon.com were a big hit. Our Spotify DJ played requests that were tweeted to him via a giant plasma screen.
The QR code tour was a hit and allowed guests to literally scan the skyline using QR codes hidden in building shapes such as ‘The Shard’ which linked to a Wikipedia page about the building.
Expert talks from Laura Moody from Blonde Fish who presented a case study on how RFID technology and Facebook was successfully used to amplify a recent event at the O2 and Simon Burton who talked about how when social media is used properly it can capture the moment.
Interactive tables from Lumacoustics allowed guests to design and print their own name badge as they arrived and a photo booth from Say Fromage allowed guests to post photos directly to Facebook. A live tweeter posted Tweets and images as they happened and made sure nothing was missed.
What are the event highlights in the four years of Altitude?
2008- Launch of British Tourism week
2009- Paul Smith party with Evian
2010- Samsung launch of the Galaxy Smartphone
2011- Terrance Higgins Trust cocktail club
What developments will drive the venue forward?
Using social technology such as the tech we used at our 4th birthday party to amplify events further than simply the actual physical people in the room is something we are very keen to develop and offer to all our clients.
What major changes have occurred in the four years?
The company began life as half of one of the top floors of Millbank Tower and was simply called Altitude. Within a year the company took over the other side of the floor which doubled its capacity and became Altitude 360 offering 360 degree views of the London skyline.
In 2009 Altitude took over the management of the Millbank Media Centre on the ground floor of the Millbank Tower and following an extensive refurbishment launched the venue at the end of 2009. The River Room on the 2nd floor opened in the spring of 2010 and by the autumn of the same year The London Sky Bar opened followed swiftly by Altitude 360 Black.
Further development in 2011 saw the opening of the Paint Gallery on the 2nd floor and the Brasserie Restaurant and decking area with capacity for 200 standing on the Ground floor.