fresh creates new ‘Environments’ division

The leadership team at UK-based agency The fresh Group has launched a new division called the ‘Environments Team’. The newly-formed Environments will focus on the overall audience experience, finding new innovative ways to make events as impactful as possible. This will include the design of the space and infrastructure, through to how audiences are engaged, as well as how they communicate and interact within the environment and beyond. The team will work closely with the strategy, creative and content departments all housed within fresh. They will focus on how existing and emerging interactive technology can enhance the immersive experience whilst striking the right balance between innovation and personalisation. This new Environments division will be led by Graham Lord, ‘Head of Environments & Event Producer’ who joined fresh in November 2019. Graham has 15 years of experience delivering large scale events, exhibitions, brand experiences and campaigns all over the world for the automotive, pharma, telecommunications, educational and retail sectors. His clients have included Virgin, Nike, Rolex, Jaguar Land Rover, Castrol, BT and M&S. Laura Lee, Director of Client Delivery at fresh, has led the development and recruitment of the new division and says: “To create amazing event experiences, you need to create amazing event environments. The creation of the new Environments department is therefore a reflection of the amazing talent we have in the business and our strategy to ensure a more joined-up way of working, which only makes our clients’ lives easier and ensures the focus always remains on the event experience itself. We have already had really great feedback from our clients on the positive impact this is making to our creative solutions and operational delivery”.