The National Gallery has reported its strongest year for events to date, following growing demand from brands, broadcasters and production companies looking to host launches, premieres and corporate events in iconic cultural settings.
The venue recorded a 150% year-on-year increase in events revenue and a 172% increase in the number of events held compared with the previous financial year, following the reopening of the Sainsbury Wing.
Over the past year, the Gallery has welcomed a wide range of clients, from television networks and streaming platforms to global consumer brands. Most recently, the National Gallery was used as a backdrop for the post premiere party for The Devil Wears Prada 2, while other events hosted at the venue have included the FOX premiere of The Faithful, Amazon’s premiere of The Girlfriend and the London launch of the latest season of The Real Housewives of London.
The Gallery has also seen increasing demand from corporate clients looking for something different from a traditional conference or hotel venue. In September, Pinterest chose the National Gallery for its Leadership Forum, bringing together 70 senior business leaders for an evening of discussion, dining and networking across the venue’s Mosaic Terrace, Central Hall and Barry Rooms.
While the Sainsbury Wing has played an important role in the venue’s growth, accounting for 40% of events revenue over the past year, demand remains strong across the Gallery’s wider event spaces, including Central Hall, The Barry Rooms and Room 32, which together generated the remaining 60%.
The National Gallery has also seen event budgets increase, with projected spend across production, catering and floristry expected to rise by 87% over the next 12 months.
Commenting on the success of the past year, Clare Arouche, Head of Events & Hospitality at the National Gallery, said:
“There’s definitely been a shift in the types of enquiries we’re receiving. We’re seeing more interest from television and film companies, but also from brands looking to create events that people will remember. The success of events like the Pinterest Leadership Forum shows how organisations are using spaces in different ways. Rather than hiring a room and bringing in a theme, they’re taking inspiration from the building, the art and the setting itself.
“The National Gallery has always been a special place to bring people together. What’s changed is the range of organisations now choosing to do that, whether that’s for a premiere, a product launch or a leadership event.”
