STRATEGY + MARKETING + CREATIVE + EXPERIENCE

Insight
By Patrick Keogh
3rd Sep 2024

In so many ways, a festival and a dinner party couldn’t be more different. One is comparatively large, the other ostensibly small and intimate. One invariably takes place in either a field or a big venue, the other in a domestic setting; with obvious statements or subtle clues as to the likes and affectations of the host. One is about the many, the other focused ordinarily on the few. However, to my mind, these comparisons are a bit arbitrary and reductive because, ultimately, both festival and dinner – when done well – are about care and taste. The backdrop becomes irrelevant. The only thing that matters in these settings are the alchemy of people coming together in a way which transforms space into somewhere filled with life, energy and conversation. A human place where magic happens.

We recently published a piece on bookshops – the great cathedrals of learning and life which will, I hope, forever hold a special place in my heart. My favourite bookshop is perhaps the most famous of all: Shakespeare and Co in Paris. The mythical history of the bookstore is one well told but for me, it’s not the physical place, or the beautiful building, that makes this shop special. Nor is its association with some of the great writers of the past 100 years. It is the human spirit that makes Shakespeare and Co remarkable. George Whitman, the legendary proprietor until his death in 2011, said: ‘I believe we’re all homeless wanderers in a way… The philosophy of the bookstore is to reciprocate the hospitality I received in the past.’

This sentiment reminded me of the Latin word, hospes; a wonderful word which interchangeably means “guest” and “host”. Receipt and delivery. Ultimately the word reminds us that, regardless of setting, in spite of size, a great event is about how people feel. Generosity of spirit. And that this is a two way street, like all great relationships.

This piece is supposed to be about the similarities and differences between “macro” and “micro”. I am pretty sure I have failed to write anything conventional or even convincing. But, for me, the power of being made to feel welcome – at home – is what creates the magic, the vibe. Size, as someone once said, is irrelevant.