The Real Andy? The one who got the hat through customs.
You know that scene in The Devil Wears Prada, the one where Andy is tasked with obtaining the unpublished Harry Potter manuscript for Miranda Priestly’s twins? With barely any time and no clear route, she somehow pulls it off delivering two beautifully bound copies by nightfall. It’s the kind of behind-the-scenes grit that looks polished on the surface, yet requires extraordinary nerve.
Speaking to Andrew Wolmark, the co-founder of Parade – the Event Concierge agency – it’s clear this is exactly the realm he operates in. Whether it’s intercepting a lost Ascot hat in customs or transforming a guest’s last-minute whim into a private tour with an architecture professor, Andrew’s genius lies in making an impossible experience feel effortless – all while remaining unfazed.
Visions do survive
As someone who designs brand experiences from the conceptual stage, I’m always left wondering do these visions actually filter all the way through? Does the tone, the feeling, the behaviour we obsess over at the start make it to the final moment of guest interaction – or do they quietly dissolve somewhere between the moodboard and reality? Speaking to Andrew, I was pleasantly surprised (and honestly, slightly relieved) to hear that Parade takes this seriously. At the heart is the idea of embodying the brand. Every interaction is fine-tuned to reflect the house they represent. Sometimes that means a warm welcome and easy rapport; other times, it’s Mister, Madam, no eye contact. There’s a kind of disciplined theatre to it all – and that’s where the work of The Place Atelier really comes into its own.
Luxury listens
True luxury, as Andrew defines it, isn’t about extravagance – it’s about intuition. Understanding what the guest needs before they’ve even said it. Whether that’s ensuring their hotel room is in turn-down mode for an early morning arrival or orchestrating a private tour that aligns with their personal interests, these experiences are built around unspoken expectations. “Everyone wants to feel seen, heard and understood,” he says. And it’s that human aspect that elevates the experience into something deeper.
Genius moves
The most remarkable moments are often the ones the client never even notices. These feats of quiet choreography occur behind closed doors. Like when an unexpected room layout called for a last-minute suite change, or a missing suitcase of couture was unpacked, pressed and perfectly hung minutes before arrival. These stories unfold in the shadows. The client simply arrives, and everything is exactly as it should be.
Delight’s personal
Even the notion of delight is reframed. It’s not about lavish gestures. As Andrew puts it, “Delight isn’t about expensive caviar. It’s about unlocking something otherwise out of reach—made possible only by the brand”. A moment of intimacy with a subject expert, an experience that becomes a memory, a detail that feels personal, and quietly unforgettable.
Why return?
And what keeps a VIP client coming back, even when the product evolves? As Andrew notes, many loyal clients aren’t attached to the product alone – it’s what the brand represents emotionally. A memory, a connection, a person they trust. The object becomes a vessel for something more enduring.
If I could role swap for a day, I’d love to be on the receiving end of one of these exquisitely choreographed moments. Until then, I’ll keep designing from the wings, making sure the story holds; scene by scene.
Aesthetically interesting …
If ever there were a bathroom fit for espionage and seduction, it’s surely the one in Raffles London’s Granville suite. Although with all this carved grandeur and quiet drama it’s hard to tell whether you’re meant to bathe or give a soliloquy. Named after Christine Granville, Britain’s first female special agent in WWII. She became Churchill’s favourite spy, winning the George Medal and an OBE. Some claim Granville was the inspiration for the Vesper Lynd character in Ian Fleming’s first Bond novel, Casino Royale. Yet there’s no doubt that she would have appreciated a suite with a bathroom meant for soaking or stirring things up.