Article Studies Case

The event organizers have to understand the components that help to develop the visitors experience and know how they assess their satisfaction about the event. This article studies how the role of creative design in the event enhance the audience experiences at Diwali Festival London 2013. Diwali, the Hindu 'Festival of Lights', is one of the most popular cultural festival in London. The festival is the demonstration as a way of celebrating London's various South Asian communities. An analysis using the Design Knowledge Domain of the EMBOK to illustrate how the design elements of this event create the festival experience: "Theme", "Catering", "Entertainment", and "Environment". The findings show that the heart of the experience was the enjoyment of discovering something new and different from daily life. The uniqueness of the setting, entertainment, and cuisine can become an outstanding memorable experiences among the audiences. Firstly, some background information on the Diwali Festival and its audience might be useful. According to Oxford Dictionaries (Oxford, 2013.), "Diwali is a Hindu festival with lights, held in the period October to November. It is particularly associated with Lakshmi, the goddess of prosperity, and marks the beginning of the financial year in India."

Since 2001, Diwali has been presented to a wider London public as a particularly obvious performance event. Diwali is one of the most famous festival of Hindu, Jain, Sikh communities in London. Diwali at Trafalgar square was held over 12 years since 2001. The primary aim of this event is to present the Indian traditional and to share the meaning of Diwali among the audiences from different communities with the support from the office of Mayor of London, organizations, and local communities. (Diwaliinlondon.com, 2013).

There were around thousand people packed in the event. The main stage situated in the middle of the venue site. The entertainments on the main stage performed the traditional music and dancing by community groups and professional artists. The event started from 2 o'clock in the afternoon until 7 o'clock in the evening. Celebration begin with the live India's classical music, and the traditional circular Garba dancing in the center of Tarfalgar Square. The audiences have an opportunity to take a part in the show by dancing in the circular that the organizer prepare for them. Secondly, the committees of the event came up to do the open ceremony. After that, the performances started again by the communities groups, the talent artists, and the special guests from Zee TV, the official media partner of the event. Finally, the closing ceremony with religious hymns and musical Aarti from the Art of Living, one of their event partner.