Cream Events manages India’s first Aeron Hockey Championship

by EVENTFAQS Bureau | Corporate/Brand Marketing | March 13, 2012 | News

Cream Events partnered with Workrite to organise the country's first edition of the Aeron Hockey Mumbai Championship. The Aeron Hockey Championship is conceptualized by Herman Miller, the developer of the Aeron Hockey Chair. This already internationally successful concept was brought down by Workrite, an authorized dealer for Herman Miller. The championship kicked off on March 3 at Famous Studio in Mahalaxmi and the finale took place on March 10 at the Jade Garden in Worli.

The Aeron Hockey Mumbai Championship, targeted at Workrite's clientele, was a relationship-building event, meant to demonstrate the agility and performance of the Aeron chair, while breaking away from the office routine. Featuring 16 teams overall, the game was played between two teams of five members each, with the aim of hitting the maximum number of goals to qualify for the finals. Bearing a resemblance to Canadian Hockey, this game was played while seated in Aeron chairs, with the players moving the chairs using their feet. The matches were refereed by professional coaches.

Commenting on the event, Nilesh Gurav, Head Operations, Cream Events said: "The whole event was a culmination of two months of planning. The idea was to target the Workrite's client base and promote Herman Miller via Aeron Hockey; thus also showing the value of the product and its features. The biggest challenge was to bring the office atmosphere to the mid-field and allow everyone to battle it out. The elimination round and quarter finals of this tournament was a whole-day event at Famous Studios in Mahalaxmi on March 3. We created a full-fledged court, the size of an actual hockey rink, and all 16 teams fought till the finals. The grand finale night, featuring the semi-finals and finals, was followed by a post party on March 10. The highlight of the event was clearly witnessing architects and associates from various firms in the same industry all under one roof to support Workrite and Herman Miller."

The championship saw participation by employees from leading architects' organizations like Architect Hafeez Contractor, Edifice Consultants, JTCPL Designs, Malik Architects, and Concept Architectural services. The finale, Hafeez Contractor VS Malik Architects, was won by Malik Architects, who took away the winning trophy and the grand prize - six Aeron chairs for the winning team's organisation. Three chairs were given to the runner up, while another three were given away as prizes for games held at the post-event party.

Speaking about the rationale behind this event, Umesh Munot, Managing Partner, Workrite said: "Bringing an architect to a showroom is a difficult task, especially since they are very busy people. This event gave us a platform to engage with the youth in their companies and hence, bring them to us. We personally went to each architect's office and invited them to participate in this event."

On partnering with Cream Events, Munot said: "We have worked with Cream Events for the launch of one of our showrooms. Being quite happy with their work, we engaged them to execute this event as well. Everything that went into the execution of this event was a joint effort between us. Given the response, we hope to make this a bigger event the next time around."


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