Berkeley Group: Horse Guards Parade of wonders


  • VIP stakeholders attending – 750

  • Millionaire-style auction lots secured – 11
  • Money raised for charitable foundation – over £300,000

  • Grey hairs sprouted – too many to count!

The ultimate corporate rebranding extravaganza

The View conceived and planned an extravaganza for Berkeley Group, to launch its umbrella brand and charitable foundation to external VIP stakeholders. We identified Horse Guards Parade as the perfect venue: the first time it had been used by a commercial organisation.

We engaged Boris Johnson as after-dinner speaker and secured a musical ride from the Blues & Royals and Life Guards on the specially constructed arena alongside our marquee.  Guests whisked round the dancefloor to Jools Holland’s 21-piece orchestra, who we’d also recommended and booked.

We planned and ran a charity auction, also securing jaw-dropping, exclusive lots.

Berkeley’s ball-goers were ‘blown away’ by the evening.



The success of this fabulous event was down to us ticking off lots of points on our Believability™ index, including the charity auction that appealed to the guests’ emotional side, VIP invites which affirmed the receivers’ self-esteem, plus a perfectly-planned party that stimulated multiple senses. The result? Berkeley’s ball-goers were ‘blown away’ by the evening!