Live event agency Line Up has delivered a three-day experiential event for car distributor and retailer Inchcape, which was designed to give 180 senior managers a real feel of the company’s heritage and future plans.

Branded ‘Incredible Inchcape’, the event was held at the Fairmont St Andrews, Scotland earlier this month – close to the Inchcape lighthouse, from which the company takes its name. The theme for the event was based around the making of a movie, using content shot by Line Up’s in-house producers and live location experiences to immerse delegates in Inchcape’s story and future growth vision.

Prior to the event the managers were sent personalised video invitations inviting them to be part of  “something incredible” without disclosing details of the event content. On arrival, the delegates given an ‘Access Pass’ and taken to a ‘Green Room’ dressed as if a film was about to be shot. Guests were then welcomed into a studio space.

After a welcome session delegates were given branded clothing for an evening of activities themed around the Inchcape ‘pioneering spirit’ motto. The studio was transformed into the inside of a 19th century ship, with props such as barrels, oil lamps and rope placed around the room. The evening meal took place outside the property in yurts.

The next day the group took part in break out sessions, which was followed in the evening with a traditional Scottish gala dinner and annual awards ceremony.

Jess Littman, head of events at Line Up, said: “This was a spectacular conference. We drew a lot of inspiration from the company’s rich heritage and focused on making every delegate feel an individual part of the Inchcape story. The key message was that they will write the next chapter in the story, so now is the time to leverage their confidence, courage and commitment in order to focus on achieving incredible growth.” 

Pictured: The yurts at Fairmont St Andrews