In this series, features and series developer Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In this edition, we meet experiential agency Emota, the agency behind NEFF at the UnderGlobe.
The brief:
NEFF wanted to deliver a celebratory evening that properly thanked their MasterPartners®, the brand’s elite retail network.
After a difficult 18–24 months of supply chain and economic challenges, the brief was to create an experience that made partners feel valued, emotionally reconnected to the brand, and proud to be part of the programme. We interpreted this as an opportunity to elevate their annual gathering into an immersive theatrical event, designed to surprise, delight, and strengthen loyalty.
The Execution:
Joanna Brown, executive producer at Emota explained the inspiration behind the event. She said: “The venue itself, the UnderGlobe at Shakespeare’s Globe provided the spark. We drew on its woodland-inspired theming and theatrical heritage to create “The Bard Meets the Bakers”, a bespoke four-act play that fused Shakespearean gravitas with Neff’s modern innovation. The fusion allowed us to tell the brand’s story in a playful but meaningful way.”
Emota begun by expanding the venue’s woodland concept into a full narrative experience. The creative team scripted the four theatrical acts that celebrated both Shakespearen tradition and Neff’s product features. The agency also worked with an external performing arts company to develop characters, choreography, and music, then integrated this with projection mapping, aerial performances and roaming entertaiment. Brown said: “On the night, each act unfolded seamlessly between dining courses, ensuring the pace never dipped.”
Throughout the process, Emota collaborated closely with NEFF’s marketing team to ensure that the script and storytelling felt authentic to the brand while still entertaining. Brown explained: “Collaboration extended to performers, projection specialists, lighting designers, and venue staff, all of whom helped us integrate technical and theatrical elements into one seamless experience.”
The agency used projection mapping as a central tool to design this event, allowing them to transform the room from enchanted forest to bustling English towns in seconds. Brown said: “This eliminated the need for physical set builds while keeping the environment immersive and sustainable. Layered lighting, sound design and live performance enriched the storytelling, while roaming caricaturists provided personal mementos guests could treasure.”
The Result:
Speaking on the result of the event, Brown said: “The event was a huge success. 306 guests attended, and from the first champagne reception to the final dancefloor, the evening was filled with energy, laughter, and moments of wonder. Projection mapping, live theatre, aerial acrobatics, and fine dining combined to deliver a one-of-a-kind celebration that reinforced the value of being a NEFF MasterPartner.”
The event delivered on its core goal of reinforcing loyalty. Brown said: “Attendance levels were strong, relationships were re-energised and MasterPartners left feeling appreciated and inspired. Beyond that, the theatrical format reinforced NEFF’s identity as a brand synonymous with creativity and innovation.”
Guests called the evening “splendid”, “unique” and “memorable”, with one writing: “We thoroughly enjoyed it – so well organised and a really memorable location and event.” NEFF’s Trade Marketing Manager praised Emota for delivering “a very well organised and truly unique event that was enjoyed by all”.
Brown added that the agency have seen a clear shift towards immersive storytelling and technology-led spectacles. Brown said: “Projection and video mapping are becoming increasingly popular for their ability to transform spaces sustainably and dramatically. At the same time, audiences are looking for interactive, participatory experiences rather than passive viewing.”
She added: “This event combined both trends, using projection mapping to reimagine the UnderGlobe throughout the evening and blending theatre, music, and performance in a way that pulled guests directly into the story.”