Explore our video library where Anna and Andrew answer some frequently asked questions in their own words.

This is not a luxury trends report in the traditional sense. It is not concerned with aesthetics, materials or seasonal shifts. Instead, it reflects how we see our world (that of event concierge and guest experience) evolving, informed by what we are asked for, what resonates most strongly with our clients and their guests, and what consistently delivers long-term value to our projects.

Luxury has evolved.

For some time, the conversation has centred on time. Slower schedules, lighter itineraries, a recognition that the most valuable guests are often the most time poor. That still holds true. But increasingly, we are seeing a more nuanced shift. It is not just about giving people time. It is about giving them space.

A great company offsite should feel purposeful, energising and quietly generous. When it works, people return feeling more connected to one another and clearer about what they are building together. When it doesn’t, it can feel like time away from “real work”, rather than time invested in it. The difference is rarely about budget – it’s about balance and intention.

This month Andrew Wolmark, Co-founder of our Global Event Concierge & Guest Experience Management agency - Parade, is in conversation with Roxanne Reynolds, founder and creative director of R Creative Studio, a global creative agency specialising in bespoke show concepts and immersive entertainment experiences.

At Parade, we talk a lot about guest experience, but the truth is that the guest experience begins with the team experience. Projects like Rome are exhilarating, but they’re also demanding. The days are long, the decisions are constant, and the pressure to deliver flawlessly is real. So our first priority is always that the team feels looked after, not just so they can do their jobs brilliantly, but because they deserve to enjoy being there.

At Parade, success isn’t just about flawless logistics, it’s about how our work enhances every part of the event experience for the brand, the hosts and the guests. Every decision we make is guided by one question: did we make this feel easier, smoother and more valuable for everyone involved?

I am very lucky - my career has taken me across the globe and I have had the opportunity to stay in some of the finest hotels in the world. What I am about to write definitely counts as “first world problems” and I am aware of that, and also aware that many will question why I think it’s important. Well, to me and to our business, it's important because when a hotel is charging top dollar for what is essentially a bed for a night, the experience needs to be second to none.

When Anna and I launched Parade, it wasn’t just another event business. It was a shift away from stage centre and into the space where the real magic begins: the guest journey.

We come from event production. For years, our world was full of grand stages, dazzling visuals, and orchestrating the whole narrative from first cue to final curtain. That role was thrilling, but in stepping away from the spotlight, we found something even more rewarding: delivering guests to the "main event" in the best possible frame of mind - a state of ease, anticipation and excitement,  ready to create content, enjoy the experience, and often, purchase.  

At Parade, we often explore the elements that transform a stay into a truly luxurious experience. Recently, we visited three countryside retreats near London - Soho Farmhouse, Cowley Manor Experimental, and Heckfield Place - to delve into what makes up that intangible "special magic" of luxury.

Join Parade's Concierge Desk. This month Andrew Wolmark, Co-founder of our Global Event Concierge & Guest Experience Management agency - Parade is in conversation with Sandy Mitchell from Red Book Agency.

In April 2024, our Co-Founder Andrew had the privilege of traveling to Athens to join a group of Marriott Luxury Brand General Managers as part of their induction into their new roles. The invitation came with a simple yet compelling brief: to bring an external perspective on how luxury brands create emotional connections with their most important clients. For us, this wasn’t just about delivering a talk—it was about engaging in a shared learning experience. Here is Andrew’s journal entry for the trip…

This month Andrew Wolmark, Co-founder of our Global Event Concierge & Guest Experience Management agency is in conversation with Laura Fursdon from Calder & Co.

In the rarefied world of luxury, heritage and innovation exist in a delicate balance. While prestige brands are revered for their timeless quality and craftsmanship, they are also expected to evolve, surprise, and set trends. This paradox becomes particularly pronounced when creative leadership changes, which is a regular occurrence in major fashion houses. So how do these brands maintain customer loyalty when the artistic helm is replaced? The answer lies in a thoughtfully layered strategy that blends brand consistency, emotional storytelling and customer engagement.

This month Andrew Wolmark, Co-founder of our Global Event Concierge & Guest Experience Management agency is in conversation with Emily Lui, Co-fouder and COO of Cutter & Squidge, a nationwide direct to consumer food gifting company with a store in Soho London. With a 20-year background as a lawyer Emily brings a different angle to a consumer-based business and guest experience.

At Parade, our passion lies in helping brands create emotional connections with the people who matter most: their clients, customers, and guests. It’s not about logistics or output, it’s about how something feels. And so, as conversations about AI flood every industry, we’ve been asking ourselves: what role (if any) can or should AI play in the kind of work we do?

The Pre-Pandemic event industry thrived on spectacle. The red carpet was the ultimate symbol of prestige, with its dazzling roster of A-list attendees and its ability to broadcast exclusivity to a global audience. Events were judged by their grandeur: the bigger, the glitzier, the better. However, as the world emerged from the grip of COVID-19, the event landscape underwent a seismic shift.

This month Andrew Wolmark, Co-Founder of our Global Event Concierge & Guest Experience Management agency is in conversation with Rosanna Covacich from The Place Atelier.