ON THE EDGE OF EVENTS—FEATURING JOEY ALISSA BERMAN—POLISHED CONTROL

Producers' Notes

April 12, 2019

Joey Alissa Berman’s a true success story. From getting her foot in the door at Chicago-based event design and décor company Kehoe Designs almost seven years ago—she worked her way up into a senior event producer role for corporate events. “I love the company and believe in the brand. I’m in it for the long haul,” says Berman, who has a strong background in corporate events, experiential activations, and mitzvahs.

Berman’s favorite part of the job? “Endless possibilities,”she says. “That’s the best part about Kehoe Designs. Just because you don’t see it on a shelf or Pinterest doesn’t mean we can’t do it. We can make anything—that’s what sets us apart.”

From a modernly minimalistic NFL Draft weekend and her interpretation of the movie ‘Mad Max,’ to the world-famous music festival Lollapalooza, Berman selected three corporate events that best showcase her creative style and vision for her clients.

Major Touchdowns at the NFL Draft

One of Berman’s favorite corporate design tactics? Working product into an event-scape, whether it’s integrating a wine bottle or footballs at an NFL Draft party in a double-decker tent right on Chicago’s Michigan Avenue. “I asked my team at Kehoe Designs if we could make a chandelier out of footballs,” she says. “They said 100% yes. Let’s one-up the look and craft the chandelier into the shape of a football. We wanted to create an element of surprise for this hospitality experience during the NFL Draft.”

The event was very tech-oriented, with the NFL’s big LED screens and media front & center. Berman used these tech cues, as well as the black-and-gold NFL logo, for the sleek, polished design: curved black leather sofas, glass-topped tables, and stylish chairs.

“We incorporated their branding on the boxwood walls, tabletops, and the pillows, and we elevated the design with details like adding a touch of gold to the planters and turf under the outdoor chairs,” Berman says. Since the three-day draft featured different sponsors, Berman changed out the branded tabletops and pillows daily.

“It was a true honor to participate in the hospitality experience during the NFL Draft,” Berman says. “Being part of such a prominent event in Chicago was quite exciting!”

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This grand chandelier—made of footballs and in the shape of one—shows off the teamwork at Kehoe Designs, as its structural and welding teams came together to construct it.

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Since the 2015 NFL Draft logo was black and gold, Berman played off the look with black seating and pops of gold, including in the planters.

‘Beautiful Chaos’ at a ‘Mad Max’-Inspired Event

Berman loves showcasing this ‘Mad Max’ corporate event because it was a unique experience bringing all aspects of décor, art, furniture, lighting, and entertainment together. “The creative freedom allowed us to push the envelope and grow as a company,” she says. “We brought the movie to life through event design for a memorable experience people are still talking about!”

This dystopian-inspired event took a few twists and turns before the big day. “This very out-of-the-box corporate company wanted a ‘Mad Max’ theme. Their goal was to scare the pants off their employees,” she says.

Instead, Berman’s client rented space about three minutes up the road from Kehoe Designs. “The event was going to be held outdoors, but that day, it was freezing,” she says. “On a moments notice, we moved the event into an existing loading dock and had to tow cars and wheel out dumpsters. Since this wasn’t an actual venue space, there were challenges to overcome. Such as relocating the lounge seating in places where it wasn’t pouring!”

All of that gave way to the perfect ‘Mad Max’ chaotic look and feel of off-kilter lighting, haze, huge focal art, metal grids, and outlandish performers: trapeze artists, stilt walkers, and wild drummers. “You could be stepping in a puddle for that outdoor vibe, but still be protected from the elements,” says Berman, who also asked Kehoe Designs’ plantscapes division, Floral Exhibits, to save dead plants from the garbage. “Even though this was quite an unexpected request, the team rolled with it and got us exactly the right plants to create the dystopian look.”

A last-minute request, Berman says, the client’s CEO wanted to make a grand entrance in full costume, hair, and makeup. “This German-based company that said, ‘We want to go big or go home,’” says Berman. “He wanted to make an entrance, and, oh he did.”

The tech-heavy event included a significant collaboration between all of our Kehoe Designs’ departments—our new tech division, BlackOak Technical Productions, played a significant role. “Our team took ‘Mad Max’ to the next level,” Berman says.

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Kehoe Designs worked with their partners to source the wildest performers, the most outrageous costumes, and the best hair/makeup artists to bring the “Mad Max” theme to life. “Part of my background is the entertainment arena—a lot of times our clients ask us to help source entertainment, models or costumes, and yes—we can do it!” Berman says.

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‘Do Epic Shit’ at Lollapalooza

At Lollapalooza, the annual must-attend four-day music festival in Chicago’s Grant Park—Berman’s client C3 Presents tasked her with turning two platinum hospitality tents for performers and high-level executives into coveted hideaway destinations. “From bright orange and shocking pink walls featuring an edgy gallery wall to a real chill zen den highlighting plant life and natural elements—these polar-opposite looks elevated guests’ platinum VIP hospitality experiences,” she says. “Both styles emerged using the Kehoe Designs seasonal trend boards with a personal twist—adding pops of gold, residential accents and attention to detail.”