Business & Creativity Conference MELT Forum

With a site-specific project like this one, I usually spend hours reading up on a location, browsing through the pictures, and researching anything that helps me craft a concept. I also spend time on site, chatting with anyone involved with the project. All that to say this: understanding the sense of place is essential to my process.

This time I couldn’t fly to Tallinn in advance. But I was familiar with Kultuurikatel since I had done some work there previously. I also had already worked with Dagmar before. So I knew we were aiming for a high standard. (My favorite projects).

But back to the space: I knew this job would be a tall order. And here’s why.

The two well-preserved steam cauldrons in the Cauldron Hall are jaw-dropping. However, if Dagmar and her colleagues were expecting warm, feel-good vibes (which they obviously were), that was a challenge. With a height of 35 m and 780 sqm of space, the area is so enormous that it quickly feels empty. You would probably agree: the industrial vibe is captivating. But it’s also unfriendly. 

Then add that Kultuurikatel is a famous concert and event venue amongst our audience of creative professionals, we had one more challenge on our plate.

In short:

• There was waaay more space than people. (Not good for dining spaces). How could we “fill” it? How could we create spaces for convergence? 
• The industrial vibe is hyped yet unfriendly. How could we turn the space into a feel-good environment?
• The space was nothing new to guests who visited Kultuurikatel regularly. So, how could we bring the elements of surprise to the experience?

I already said this: I knew this job would be a tall order. But I couldn’t turn down such an exciting opportunity. After all, how often do you get a chance to design an event in one of the coolest venues in Estonia and set a new nationwide standard of excellence? So I rolled out my proverbial sleeves and got ready to do what you need to do when you’re still not clear about your vision: more research.

Ok, I had Dagmar’s existing expectations for the event (creative, seasonal, local, and site-specific). But I still needed a guiding vision for the design of dining experience.

So, as with every new concept, I began by asking questions, such as: 

• What’s the purpose of MELT?
• What makes it a unique conference?
• What is the most critical need for this group to gather around?

And here is what I discovered about this conference:

1. It convenes business and creative leaders across backgrounds and industries, celebrating their creativity.
2. It also recognizes that successful companies are both creative and business-oriented.
3. And, until MELT Forum’s founding, there weren’t many spaces available in Estonia to hold such discussions or gather such diverse professionals.

Then it dawned on me: for a day, MELT Forum does what co-working spaces do permanently. They facilitate community, convergence, and creativity. How? By applying design principles, such as variety, choice, and flow. They also avoid fixed workplace schemes and default norms.

With that insight, I added another pillar to the brief; “fluidity.” To me, “fluidity” summed up variety, choice, flow, and togetherness.

Once I had this vision, I built the essence and experience of co-working spaces into my concept for the event. Then, finally, I was ready to present my idea and show Dagmar the mood board with the concept before moving on to the design phase.

The interiors mirrored the essence of co-working spaces. Think about the freedom and flexibility to work how you like. Have as much social interaction as you need. Even enjoy the occasional perk, such as a cool napping corner for when you want to scrutinize the inside of your eyelids.

We used all the space indoors and took advantage of the outdoor area by the ramp leading up to the entrance. We wanted to allow our guests to enjoy the endless summer night. Pillows and sun umbrellas outdoors sparked curiosity, attracting some passersby. Using the outdoor space was a pleasant surprise for many regulars of Kultuurikatel, who usually just enjoyed the indoor area.  “How nice! No one has ever thought of using the staircase!” a few guests said. 

Imagine walking through the entrance and stepping into a hall lit in pink with ribbons of string lights hanging over the tables. The immersive smell of edible herbs and colorful wildflowers whispering, “summer.” On the spot, a helpful server hands you a coupe filled with something sparkling. The party has started. You are in the right place.

Instead, learning from co-working spaces, we imagined a series of both open and intimate spaces. Then, we tied them together to create areas for mingling, dancing, eating, hiding away, or even napping on velvet armchairs. You deserve it. After all, it’s been a long day.

Working with Estonia’s finest ingredients, I curated an unpretentious yet intentionally artful eight-course tasting menu with no assigned seats or formal service. Our chefs plated and displayed the courses on a large table resembling a restaurant’s open space kitchen.

Once the plate was ready, the guests could sit wherever they desired while mingling and switching places between courses.

A keen eye would notice the unconventional use of local ingredients such as rye, herrings, and fresh potatoes. We interpreted them from a global perspective to homage the international guests. Such ingredients found their place in casual dishes with an international sensibility, such as tacos and avocado toasts.

Most dishes were vegetarian. Some were vegan and lactose-free. There were also always alternatives for dishes that featured meat or fish.

For the menu execution, I teamed up with local caterer Tervise Catering who executed the menu according to my creative direction and recipes. I introduced every course while the servers ensured that every glass or plate was full. 

To drink, we offered seasonal craft beers by the Estonian brewery Põhjala. Not drinking? No problem. There were plenty of non-alcoholic drinks. Finally, those yearning for caffeine could order from one of two pop-up coffee bars on-site, where baristas were on hand to craft specialty espresso drinks from roaster Kokomo Coffee.

The experience, of course, couldn’t be anything but active. At each table, we set up a tablescape of edible herbs. A joy for the senses, they served another purpose as well.

The vases of basil, dill, mint, and parsley also included scissors attached through a string. I didn’t reveal their use until the first course when I invited everyone to grab the scissors and cut some leaves to season and garnish their food. 

For example, “How shall I season this toast? With parsley or basil?” were common questions. Because locals don’t use basil or mint much in their local cuisine, many keynote speakers, who were foreigners, gave tips on their use. In a second, the person whom you thought was inaccessible was not only accessible but also your spokesperson. You could ask her anything you wanted about her presentation or workshop.

Choosing “fluidity” helped us provide a fantastic, memorable event experience that guests remember till today. Sure, I stirred in a combination of visual, flavorful, and healthy, feel-good elements, but that wouldn’t be enough alone. We maximized interaction and connection by translating fluidity into everything from the tasting menu and the seating arrangement to the linked-together spaces and interaction with herbs.

Dagmar had warned me that Estonians don’t usually stay late at events. “Don’t take it personally if by 9 pm most people had left,” she told me. But, on the contrary, most of the guests not only stayed past nine, but they also lingered around until midnight when we had to call it a day and gently kick them out!

Our guests appreciated our effort to include every dietary need. They felt considered and taken care of because there were no distinctions or labels excluding some people. As one vegetarian guest told me before leaving, “I’ve never been to a conference before where I could eat everything from the appetizer to the dessert. And by this, I mean not just eating, but thoroughly enjoying every course. Thank you!” 

Your next gathering starts with a 30-min video call to talk about the challenges you’re experiencing, and answer any questions you have.