Brand Activation

Crains Grand Rapids Women of Influence 2026

Before

After

Project

Location

Amway Grand Plaza Hotel, Grand Rapids, Michigan

Space TypE

Scope

Brand Activation/ Stage Design

The Intent

Crain's Women of Influence is an annual event that celebrates the women shaping business and leadership across West Michigan. While the program and speakers were the heart of the event, the physical environment needed to reflect that same level of care and intention.

The Challenge

Corporate ballrooms are designed to be flexible, but they can often feel temporary and formal. The challenge was creating a stage with enough presence for a leadership event while working within a one-day installation and maintaining clear sightlines for guests, photographers, and presenters.

Our Approach

Walked the room to understand guest sightlines, stage proportions, and traffic flow
Used larger plants to give the stage more presence without taking attention away from the speakers
Placed greenery around the podium, stairs, and stage edges to soften the ballroom setup
Framed the speakers with plants so the stage felt intentional both in the room and in event photography
Partnered with Fresh Coast Focal to integrate living greenery into the photo booth experience, creating a cohesive visual language throughout the event
Coordinated installation and removal around the event schedule to create a smooth experience for the Crain's team

‍

Design Highlights

Working alongside the Crain's event planning team, the plant design became part of the overall stage design strategy rather than an added decorative element. Living greenery was used to frame speakers, soften the ballroom architecture, and create a stronger visual backdrop for presentations while maintaining clear sightlines for guests throughout the room.

‍

The same approach extended into the photo booth activation in partnership with Fresh Coast Focal. By carrying the plant palette beyond the stage, the event felt visually connected from the keynote presentations to guest interactions and photography. Thoughtful plant placement helped create a corporate event environment that was welcoming, polished, and reflective of the significance of the evening.

‍

The Outcome

The event environment felt more aligned with the heart of the celebration. Plants brought warmth to the ballroom, framed the stories being shared on stage, and created natural gathering moments throughout the evening. Rather than serving as decoration, the greenery helped the space feel thoughtful, welcoming, and worthy of the people being honored.

‍