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Naturally Evolved Cusack Launch Party

03/04/2025

Introduction

On September 19, 2024, Croke Park Meetings & Events unveiled the newly renovated Cusack Stand with an extraordinary launch event—Naturally Evolved. This groundbreaking experience welcomed 400 guests to an immersive journey through the elements of Earth, Air, Fire, and Water, setting a new benchmark for event innovation, sustainability, and high-end hospitality.

The €12-million investment into the Cusack Stand was celebrated in spectacular fashion, with Croke Park, AVCOM, and Aramark collaborating to create a truly multi-sensory event. Hosted across the 501 Club, Cusack Suite, Celtic Suite, and 504 Café, the evening showcased Croke Park’s ability to merge state-of-the-art event technology with exceptional design, all within Ireland’s most iconic stadium.

A Venue Transformed: The Heart of Innovation & Sustainability

Croke Park Meetings & Events is renowned for its cutting-edge facilities and sustainability leadership. With over 100 meeting rooms and eight suites, the venue caters to a diverse range of events, from intimate gatherings to large-scale galas. Equipped with HD WiFi and an advanced AV infrastructure, the venue ensures seamless hybrid, virtual, and live event experiences.

According to Fiona Cronin, Meetings & Events Department Manager, “We are more than a venue; we are a space where creativity, sustainability, and innovation converge. With the support of AVCOM and Aramark, we brought world-class events to life, exceeding expectations.”

Immersive Event Theme: "Naturally Evolved

The theme, Naturally Evolved, represented Croke Park’s commitment to sustainability, flexibility, and cutting-edge design. AVCOM’s creative direction wove the four natural elements into every facet of the event:

• Air: Dynamic spaces fostering creativity and free-flowing ideas.
• Earth: A solid foundation symbolizing Croke Park’s heritage and stability.
• Water: Adaptability and fluid transformation to meet event needs.
• Fire: Passion, energy, and vibrant experiences.

Attendee Experience: A Journey Through the Element

Guests were guided through an orchestrated sensory journey from the moment they entered. The refurbished corridor was a spectacle of light and sound, featuring a modular sustainable tree installation, natural wood aromas, and a curved LED wall with kinetic graphics and motion-tracking technology.
As guests moved through each space, they encountered striking contrasts—from high-energy digital displays to serene, nature-inspired retreats—ensuring a memorable and deeply engaging experience.
 

Design & Technology: Innovation at Every Turn

The Cusack Stand’s event spaces were transformed with cutting-edge LED installations, atmospheric lighting, and modular decor:

• LED Goalposts lined the suite windows, maximizing branding opportunities.
• Astera tube lighting enhanced the modern industrial aesthetic.
• Sustainable ATOMIC modular structures adorned both bars, elevating the ambiance.
• A large-scale laser light show on the pitch, visible from the Cusack Suite, provided a breathtaking spectacle, with a live DJ performing pitch-side.

A Culinary Masterpiece: Food & Drinks Inspired by the Element

Aramark curated an extraordinary culinary journey, thematically tailored to each space:

• 501 Club (Fire Theme): A New Orleans jazz club ambiance, serving flame-kissed cocktails (Smoke in the Big Easy, Voodoo Zombie) and bold dishes like whiskey-glazed BBQ ribs.
• Cusack Suite (Air Theme): Floating quail dishes, duck risotto, and cotton candy clouds, complemented by light, airy cocktails (Tornado, Cloud 9).
• Celtic Suite (Earth Theme): A farm-to-table experience with beef Wellington, leg of lamb, and artisanal Irish cheeses.
• 504 Café (Water Theme): A seafood showcase featuring Carlingford oysters, Donegal salmon, and Kilkee scallops, served alongside ice-carved water-themed cocktails.

Seamless Execution: The Power of Collaboration

The success of Naturally Evolved was a result of meticulous planning and collaboration, with AVCOM and Aramark leading the charge. The event’s hashtag, #Evolved2024, captured the spirit of transformation that defined the project.
AVCOM’s four-month production timeline involved extensive creative ideation, prototyping, and testing to achieve flawless execution. From projection mapping on unconventional surfaces to kinetic light displays, every design choice reinforced the elemental theme.
According to Pascal Fischer, AVCOM Operations Lead, “This was more than an event—it was an immersive storytelling experience, blending technology, physical installations, and sensory triggers to create an unforgettable journey.”

Overcoming Challenges: Adaptability in Action

Despite early planning coinciding with ongoing construction in the Cusack Stand, the team navigated logistical challenges with agility and creativity. A flexible core vision allowed seamless adaptation, ensuring that the evolving site never compromised the event’s ambitious design.
A standout innovation came from Sean Malone, AVCOM Account Manager, who envisioned a festival-style DJ and laser show on the pitch. Inspired by electronic music performances and breathtaking light displays, his vision became the event’s dramatic finale—transforming the Cusack Stand into a visually electrifying, high-energy spectacle.

 
A Legacy of Innovation

Naturally Evolved was more than just a launch—it was a statement. It reinforced Croke Park’s position as Ireland’s premier event venue, demonstrating the limitless potential of creative collaboration and cutting-edge design.
The event left a lasting impact, raising the bar for immersive experiences and showcasing the power of sustainability, innovation, and storytelling. It stands as a beacon of excellence, proving that when creativity meets technical mastery, the results are nothing short of spectacular.
 

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