Robyn Isherwood and Amy Morris joined forces for the first time amid the pandemic, when the former booked the latter as one of the entertainment partners at the world’s first socially distanced festival, held at Gisburne Park in the UK. What followed was a meeting of minds – and, perhaps more crucially, energy levels – that resulted in the formation of a new shared company, Creative Events Collective (CEC), with the aim of elevating entertainment experiences worldwide.
With Isherwood’s company Encore Lifestyle specialising in luxury events and Morris’s Pop Up Global known for providing top-level entertainment, the duo combined to form a formidable team. Unsurprisingly, CEC was swiftly awarded its first major project, The Grotto – a first-of-its-kind premium festive grotto experience that took place in the Trafford Centre, Manchester, UK, throughout December 2023.
The project was a roaring success – so much so that not only is it being repeated in Manchester this year, but CEC is also being entrusted with launching the concept in Dubai, with The Grotto taking residency in Dubai Mall throughout December.
“Having launched in the UK last year at the Trafford Centre, combining both of our expertise in theatrical production and performances with our knowledge of global ticketing and luxury events, we wanted to offer a premium and authentic grotto differing from the norm,” explained Morris.
Isherwood added: “Our focus is on the quality of every aspect, from the set design to the talent and the bespoke costumes, we really transform and take our customers on a magical journey to remember.”
Pop Up Global, now based in Dubai, has a pool of international talent including West End and Broadway performers who are cast specifically for each role. “With a focus on the quality and the bespoke costumes, this sets us apart from anything else currently in region,” Morris stated.
Encore Lifestyle’s team meanwhile are behind the design and delivery of the entire event, with focus on the “minute details”, “intricate build expectations” as well as the “production and seamless execution” of the event.
According to Isherwood, projects of the standard of The Grotto “can and will” change the mindset of clients in the Middle East when it comes to the levels of quality they expect. “We feel that The Grotto will highlight the appetite for quality and experiences of this level, which is expected in Europe, but has been somewhat lacking in the UAE,” she stated. “The ticket sales have been incredibly strong, and we are exceptionally excited to deliver on our promise this year and in the future.”
Those who attended either SLS Expo or Saudi Event show earlier this year in Riyadh will no doubt have seen and met the CEC team, with the company exhibiting at both tradeshows and, according to Morris, the Kingdom is very much on the radar when it comes to the future of The Grotto. “While some people may feel that entering Saudi Arabia with a festive product is bold, we are exceptionally excited with the talks we have had and the forward-thinking nature of KSA,” she commented. “As a female-founded company, we couldn’t have had a warmer welcome and the interest to showcase Saudi as ‘open for all’ is honestly refreshing. We are excited to work directly with key players to enhance and bring their 2030 Vision to life and be the first to offer The Grotto to the Kingdom.”
Photos: Creative Events Collective
