ABOUT TERAZ
IT'S NOT SUPPOSED
TO BE EASY.
Teraz is the event-planning studio of Absher, a strategic brand and digital studio in Amman.
WHY TERAZ EXISTS
DOING THIS PROPERLY
IS NOT EASY.
An event is a great many decisions that all have to land on the same evening. Teraz exists to carry that complexity deliberately, so that the people hosting it can be present for it.
Story copy pending approval. The studio's own account of why Teraz was started replaces this paragraph.
TERAZ AND ABSHER
A STUDIO
WITHIN A STUDIO.
Teraz is event planning by Absher. Absher is a strategic brand and digital studio in Amman; Teraz is where the same care for detail is applied to a room, a table, a guest list and an evening.
Story copy pending approval. How the two studios work together, and who leads Teraz, is for the studio to state.
THE NAME
طراز
Teraz is the Arabic word طراز: a style, a manner, a way of doing things.
Story copy pending approval. What the name means to the studio is for the studio to say.
WHAT TERAZ CARES ABOUT
THE DETAIL NOBODY
NOTICES, UNTIL IT IS MISSING.
Story copy pending approval. The studio's philosophy, and what it cares about in an event, replaces this paragraph.
HOW TERAZ THINKS ABOUT EVENTS
CONSIDERED BEFORE
IT IS BUILT.
Concept, production, experience: the order everything happens in. Purpose and atmosphere first; then venue, suppliers, styling and schedule; then the day itself, guest by guest.
Story copy pending approval. The studio's own description of its approach replaces this paragraph.
WHAT TERAZ DOES, IN FULL
THE WHOLE
LIFECYCLE OF AN EVENT.
- 01 /
CONCEPT AND DIRECTION
Purpose, audience, direction, atmosphere and the identity of the event.
Purpose and audience · Creative direction · Atmosphere and identity
- 02 /
PLANNING AND PRODUCTION
Venue, suppliers, styling, logistics, scheduling and coordination.
Venue · Suppliers · Logistics and scheduling · Coordination
- 03 /
SPACE AND VISUAL EXPERIENCE
How the room is styled, and how it reads from the entrance to the last table.
Styling · Space and flow · Visual details
- 04 /
EVENT-DAY EXECUTION
Guest flow, timing and the running of the day.
Guest flow · Timing · On-the-day execution