1.1 Definition and presentation
Event decoration is one of the pillars of event communication, a tool used by a company, institution or individual to promote a product, idea or project through an event.
The event is designed by a specialized communications agency, known as an agence événementielle. It is responsible for imagining and planning a project right through to its completion. Given the wide range of skills required for this mission, the agency usually calls on other specialized service providers, such as caterers, lighting designers, sound engineers, entertainers and decorators, with whom it works closely.
Event decoration is unique in that it is ephemeral. It aims to transform a space by creating an atmosphere that will last for the duration of the event.
This activity can be applied to three types of event:
- Festive events, such as weddings, gala evenings or concerts;
- Corporate communication, such as conventions or seminars
- Events, such as product launches or exhibitions.
The decorator's role will be to enliven these gatherings, stimulating the senses of participants with a play of color, light and sound, while adapting to the constraints of the chosen venue.
More concretely, the market covers the placement of festive decorations, including :
- Banners and kakemonos;
- Entertainment activities;
- Or goodies for guests.
From a global standpoint, the market is growing, with a CAGR of 8.2% over the period 2021-2028, which should take it to over $20 billion in sales worldwide. The challenge over the next few years will be to reduce the environmental impact of this activity, notably through the deployment of reusable and/or biodegradable products.
France is one of the most advanced countries in the events market, and the one whose players are most likely to take care of decoration, since they favor storytelling and experience, whereas their English competitors are more expert in logistics, and the Americans in marketing.
1.2 The American B2B trade show market.
U.S. market size estimates
The events and exhibitions market is expected to register a CAGR of *. *% over the ****-**** forecast period. The events and exhibitions market includes B*B, B*C and mixed/hybrid models. The market scope includes events and exhibitions held in major countries, such as the USA, ...
1.3 INSEE estimate of the size of the French market: hit hard by the health crisis
According to UNIMEV (***). Before the health crisis, all these events welcomed nearly ** million participants, including nearly * million foreigners, and generated €** billion in economic spin-offs for the events industry. [***]
In ****, over *,*** trade fairs and exhibitions will be held in France, welcoming ** million participants, including ***,*** exhibiting companies[***]
Estimated size of the French market ...
1.4 The impact of the health crisis on the events sector
A drastic drop in business
The crisis caused by the Covid-** epidemic was particularly severe, bringing companies in the professional events sector to a standstill for almost ** months, with a **% drop in sales. However, the government aid that began at the end of **** saved many companies: by spring ****, "only" **% of companies ...
2.1 Professional events: the primary determinant of demand
The return of corporate confidence in events
According to the HBAA survey in ****, **% of event professionals are seeing an increase in corporate confidence in events. Demand is then more driven to book dates, venues, logistics and planners. [***]
In this return to confidence, **% of planners confirm a "significant increase" in confidence. For ...
2.2 Organizing events for individuals: the case of weddings
Evolution of the number of weddings in France between **** and ****
Between **** and ****, there was a **. *% drop in the number of marriages due to the health crisis. The rebound is marked in ****, with the number of marriages almost back to pre-crisis levels at ***,***, compared with ***,*** in ****.
number of marriages in France France, ...
2.3 Seasonality of demand
Seasonality of demand
Note:The graph above represents the proportion of searches for a given keyword in a given country and for a specific period, compared with the time when the rate of use of this keyword was highest (***). Thus, a value of ** means that the keyword was used half as ...
2.4 Demand trends in the event decoration market
Uncluttered decor, between curves and curved shapes
From January ** to **, ****, Maison et Objets took place in Paris, the must-attend event where decoration and furniture professionals meet. [***]
Event decoration stays with shapes and curves
This trend, inherited from art nouveau, creates a soft ambience and blends perfectly with all other decorating styles. ...
2.5 Events, a job for the future?
A study by Sandrine Christon-Pain, founder of Shape Your Com, looks at the future of the event industry. *** future event industry professionals completed the survey between December **** and February ****. They come from ** different schools and universities. [***]
The survey results clearly show that **% of future pros still think it's a sector with ...
3.1 Value chain and sector breakdown (establishments, employees)
Industry value chain:
Below is a simplified event organization value chain, including event decoration. it should be noted that many of the services offered by external service providers are sometimes internalized by event organizers who have a diversified offering, and this may also apply to decoration.
Growth in the number ...
3.2 The main players in event decoration on the French market
The main players in the "Foires et Salons" and "Congrès" segments in France in ****
There are some very powerful players on the French events scene. This chart shows their importance in France. GL Events is the leader in the Foires et Salons sector, with sales in France of *** million euros ...
4.1 French offer typology
In the French event decoration market, it would seem that the price of interior decoration services varies according to several factors, and also according to an offer segmented according to customer expectations. [***]
Professional decorators are available both for private events with a small number of guests and for festivals, for example, ...
4.2 Trends in event supply
For Vaibhav Jain, CEO of Hubilo, the pandemic represents the realization of the limits and inflexibility of physical events and event supply.[***]
Digitalization, the future of events Digital events already existed, but they were rarely favored by companies. [***] With health measures, restrictions and telecommuting, they've realized the value of digital for ...
5.1 Current regulations in the event decoration market: what you need to know
Declaration of commercial events
The system for declaring commercial events was introduced in ****.Article R***-* reads as follows
"The application for registration of an exhibition centre is sent electronically by its operator to the prefect of the département in which its facilities are located. If the exhibition centre ...
6.1 Segmentation of players in the event decoration market
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