Getting in the groove at the refurbished Grove

The Grove in Hertfordshire has unveiled a spectacular transformation of its meeting and events spaces.

Designer Martin Hulbert was briefed to bring the outside into the rooms and spaces, integrating them with the gardens and grounds beyond.

The Grove’s customer research had shown that clients particularly appreciated The Grove’s natural setting so close to London as well as its contemporary style, flair and complete flexibility.  There was also a definite move towards a preference for non-traditional venues suited to experiential, thought-provoking events.

The subsequent transformation not only brings The Grove’s M&E offerings together into one flowing, organic space, which can be hired as a whole, but it also reconfigures the three individual spaces – Amber, Ivory and the new Cedar Suite – so they can be used concurrently but entirely exclusively.

Each room now has its own separate entrance and with connected informal breakout, networking and social spaces, so every event client running an event will feel as if they are exclusive guests of The Grove.

Hulbert said: “We were very aware that these spaces would be brainstorming, creativity – but also for celebrations and special occasions. The designs are all about inspiration – bringing the great outdoors in, plenty of natural daylight and open views – so people working or socialising in the rooms don’t feel fenced in.  And the art was chosen to make people smile and to think out of the box.”

The new configuration offers more space, more style and total flexibility for any size of event, from small meetings to large functions for up to 700.

Michael Helling, The Grove’s general manager, added: “These are beautiful spaces that people will really enjoy being in.  The Cedar suite is truly unique; there is nothing else like it.  It is compelling and exciting, with endless possibilities for how it can be dressed and reinvented for each event.  I believe this investment will make us one of the country’s leading meetings and events destinations near London.”

Martin Fullard


Martin Fullard

Martin Fullard: journalist, presenter, producer. Martin is the Deputy Editor at Conference News and Conference & Meetings World magazines. He leads the digital channels on Mash Media’s Conference Division as well as heading up Mash TV. He is formerly a web editor at a national newspaper in the Middle East and motoring journalist.

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