ILEA Designer Showcase | Oakland Rotunda: Best Guest Experience
- Yuliya Morozova
- Apr 29
- 3 min read
Recently, I had the pleasure of collaborating in the ILEA Designer Showcase with Tarot. This event brings together industry professionals to create immersive, styled installations through collaboration. Hosted at the iconic Rotunda in downtown Oakland, the showcase featured teams of vendors—from florals and catering to lighting and entertainment—who designed complete event concepts. It was a beautiful demonstration of how cohesive, high-impact experiences are created through partnership.
The Concept
For this year's ILEA Designer Showcase, the theme was the 1920s. The goal was to create an experience that would draw guests in, hold their attention, and leave a lasting impression.
I designed a Tarot Lounge inspired by jazzy nightlife and speakeasy aesthetics—intimate, atmospheric, and magnetic. Deep tones, soft lighting, gold accents, and layered textures created a space that felt separate from the noise of the room—a place to pause, sit down, and connect.
The Experience Design
The biggest challenge with interactive stations at large events is simple: guests are interested, but no one wants to stand in line.
To solve this, I implemented a structured flow system:
A clear sign-up sheet with timed slots
Short, focused 3–4 minute readings
Continuous guest movement without crowding
This allowed guests to:
Reserve their moment
Explore the event freely
Return for their reading without pressure
The result was a space that felt effortless, organized, and inviting.
The Format
Each guest received a concise, high-impact tarot reading designed to deliver:
Clarity
Direction
A sense of confidence in their next step
Rather than prediction-based readings, the focus was on insight and decision-making—something that resonated strongly with a professional audience. In just a few minutes, conversations naturally moved from casual curiosity to meaningful reflection.
Guest Response
The response was immediate and consistent:
Guests actively signed up and returned for their time slots.
The lounge remained continuously engaged without long queues.
Many stayed to observe others, creating organic interest and flow.
One of the most memorable moments came from an event planner who said:
“You are my Tarot girl from now on.”
Industry Impact
The Tarot Lounge quickly became one of the most interactive elements of the evening, attracting both guests and fellow vendors. Beyond guest engagement, the experience led to:
Meaningful connections with event planners
Conversations about future collaborations
Increased visibility within the Bay Area event industry
The Result
The vignette was awarded:
🏆 Best Guest Experience
This recognition highlighted not just the visual design, but the overall quality of interaction, guest flow, and engagement created by the team.
What This Experience Demonstrates
This project highlights how tarot, when thoughtfully designed, becomes more than entertainment. It becomes:
A conversation catalyst
A personalized guest experience
A memorable highlight within an event
For Event Planners
This format works especially well for:
Corporate events
Networking receptions
Milestone celebrations
Immersive themed experiences
The Tarot Lounge can be adapted to match the aesthetic, tone, and pacing of any event—while maintaining a smooth, guest-friendly flow. It can be beautifully woven into any event, adding depth, beauty, and sincere emotions.
Conclusion
In conclusion, the Tarot Lounge at the ILEA Designer Showcase was more than just a booth. It was an experience that resonated deeply with guests. By creating an inviting atmosphere and a structured flow, we transformed tarot readings into memorable moments. This approach not only enhanced the guest experience but also fostered connections and conversations that could lead to future collaborations.
So, if you're looking to elevate your next upscale event, consider how tarot can add a unique touch. It’s more than just a reading; it’s an opportunity to create lasting memories.
Look at the final picture! The highlights of the Designer Showcase.
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