Realisation of the Impulse

Anouska Salida


As soon as you step into the light, airy, open-plan headquarters of Impulse Events & PR you can't help noticing that the air is charged with an animated vibe.

From the raspberry pink furniture in the centre of the room to the funky bright wall displays, everything about the place screams of contemporary, sassy, cutting edge design. So, it comes as no surprise to discover that the young Jewish team behind this fast growing event production and PR company are fresh, dynamic and passionate about everything that they do.

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Impulse Events was born in October 2003 out of its directors' desire to find original and exciting solutions for corporate events in the capital. For Emma Witzenfeld and Simon Mitchell, both bogrim (graduates) of Hanoar Hatzioni youth movement, setting up their own events company was a logical step:

"This world is all we know, we're passionate about parties, and we like to do things differently. We're not really event planners - its much more than just coordination, its about finding interesting new venues, strong theming and it's about creativity and quality - we don't do things in halves."

Initially, their focus was to be on corporate parties and events. But, off the back of a successful first year, business has snowballed and they are already organising a whole host of unusual weddings, barmitzvahs and private functions.

The wilder and wackier the client's vision the better, as far as the dedicated Impulse team are concerned. Working closely with a number of preferred central London venues, they will take a blank canvas and transform it into anything from a Winter Wonderland scene to a giant-sized child's bedroom, to suit the client's particular needs. Jamie Simon, Event Producer, and the rest of the gang are constantly on the lookout for previously untapped urban venues to use for events.

Their motto - "It's all about the WOW" - reflects their desire to always think outside of the box, and they keep their fingers firmly on the pulse. Amongst the fifty odd events that they put on last year were a Hollywood-themed sit down dinner for 1000 people at Billingsgate Market, Moulin Rouge themed parties, a function at London Zoo, the UJIA Young Leadership Ball and the dazzling "So Silver" themed Young Jewish Care Ball.

"We know what a party is all about because that's where you will find us when we're not in the office," Simon says.

Being integrated with a PR agency, which focuses on the fashion and entertainment worlds, affords the youthful Impulse team a unique insight into the latest trends and styles. Working with designers and cosmetic companies to stage innovative product launches and other corporate events has paved the way for other organisations to take the plunge and employ Impulse to organise their parties.

"People tend to be set in their ways and often like to go with tried and tested venues, but we are gradually winning the confidence of more organisations and private clients, working closely with them to produce high quality, cutting edge events," Simon explains.

As the company expands the corporate side of the business, private events are quickly following suite. With their roots in the northwest London Jewish community, Simon and Emma have identified a ripe market for unusual, West-end quality simcha production. With Jewish parents eager to out-do each other with the opulence of their family celebrations, and supported by evidence of their abilities from the corporate world, Impulse Events are branching out into arranging private functions - of the same standard and originality as the corporate ones.

"By working with blank canvas venues such as The Music Room and the Hellenic Centre we are able to re-create the look and feel of a top London nightclub," Simon declares.

Regardless of the size and scope of a particular project, or the budget, Simon, Emma and their staff take a very hands on approach - they claim to be "addicted to the buzz". Whether they are overseeing the layout of a dining room, helping to rig lights or building the staging, they are involved in every aspect of the production and their passion is both obvious and very infectious.

They recently won the pitch to be the sole producer of Christmas parties at Lords Cricket Ground, one of London's leading venues. And if organising tens of "Glitterati" themed winter events (including a wedding and a barmitzvah) wasn't enough to keep them busy, they are just about to add a new venture to their portfolio, a new, stylish, contemporary catering company.

Impulse Events is at 48-50 Mortimer St London W1W 7RW Tel: 020 7637 5686