In the belly of an airport hangar

Themed venues are commonplace, with menus in fluent theme-speak and waiters employed for acting rather than serving skills – but a themed press conference?

Air 2000’s launch of its new Landor-designed branding was veiled, quite literally, in secrecy of an Eastern flavour. Several hundred aviation execs gathered at Gatwick airport under the impression they were flying straight to a conference in Turkey.

Imagine their surprise when they were bussed not to a waiting aircraft but to a hangar decked out Bedouin tent-style and smelling strongly of incense.

They were greeted by a harem of curvy lovelies offering up tasty Turkish treats and champers, Zap the magician, Elly the Belly Dancer and a snake charmer.

Landor’s David Redhill got so carried away that he joined the execs on their eventual trip to Turkey, only to turn round at the other end and fly straight back.

He’s spent a week at home recovering from jet lag and Design Show exhaustion, which just goes to show themed events can be very tiresome, sorry, tiring.