Hoopla 2017 – Stella & Dot

24 July 2017

Fact File

Client: Stella & Dot

Event: Annual Sales Conference – Hoopla 2017

Venue: Novotel London West

Date: Friday 30th June – Sunday 2nd July

Delegates: 450

Following the success of Stella & Dot’s Sale Conference back in 2016, their events team enlisted the expertise of Firebird Events for the fourth time in two years, to produce and manage Hoopla 2017, being held at Novotel London West. The Firebird Events team were delighted to be working with Stella & Dot again and got straight to work on the initial proposal…


Each year Stella & Dot hold their flagship event, where they launch their Autumn/Winter collection and other new initiatives to their stylists.  The main objective of the event is for the attendee experience to be fun, dynamic, inventive, but to also enhance their mission, “TO GIVE EVERY WOMAN THE MEANS TO STYLE HER OWN LIFE”. The ultimate aim is for the stylists to leave the event excited about new products, feel energised about their businesses, and be prepared for their upcoming biggest selling season of the year. Firebird Events were tasked with providing all of the production & décor elements to ensure all the objectives were met.


Josh Williams from Firebird Events was the Project Manager for this year’s Hoopla event. Josh worked on the event from the initial brief, to the onsite management at Novotel London West. With only two face to face meetings leading up to the event, the whole event was organised mainly via email!

The event consisted of a main conference space, a number of break out rooms, and most importantly, the jewellery viewing room. The viewing room was adorned with beautiful Stella & Dot Jewellery, surrounded by comfortable urban furniture and plants.

The Champagne Suite was home to a bespoke 17.5m x 5.5m set with 3 inbuilt screens’, which was beautifully lit by 80 lighting fixtures, and a crisp white stage with chic furniture ready for the arrival of 450 stylists. The set up wasn’t a small task, but nothing that phased our dedicated Firebird crew members onsite!

The Firebird team arrived onsite on the Thursday for set up, followed by a morning of rehearsals on the Friday. By Friday afternoon the event was in full swing with 450 stylists and directors turning up for a weekend of fun! Friday night saw one of the highlights of the event, the Red Shoe Party! All guests are required to wear red shoes – of course!

Saturday was a busy day for the stylists with conference sessions and training sessions. This was followed by a trip to Café de Paris, where they had exclusive use for the early evening. The evening event was purely a celebration of their stylists, and all of their hard work. Firebird were responsible for the transport of all 450 guests, with coaches to and from Café de Paris. One brave Event Manager, Matt, stepped up to the task of ensuring all of the women arrived safely!

Sunday morning remained high energy for the morning session and closing plenary, with the use of two, 30ft parachutes! The whole event was brought to a close with a bang where we released multi-coloured confetti streamers around the room!


Tara O’Connor, Event Organiser for Stella & Dot commented: “Firebird are one of the most professional events companies I have ever dealt with. The team are the best in the industry and they helped out on an exceptional Hoopla for us again this year.” 

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