In conversation with Lucie Robins, Director of Ruby J Events
The world of luxury is constantly evolving, shaped by discerning guests who seek something more original, personal and purposeful than ever before. This shift towards meaningful connection has transformed how we design, host and enjoy the extraordinary. Few understand this evolution better than Lucie Robins, Director of Ruby J Events — a creative force known for curating exquisitely detailed experiences.
As the trusted partner bringing The Set Summit to life in 2025, Robins shares how her team redefines the expectation of luxury through artistry, precision and emotion — designing moments that feel both timeless and deeply human.
From Childhood Parties to Five-Star Events
Robins’ career began unexpectedly, creating children’s parties and family celebrations. Her first project at a five-star London hotel opened her eyes to the refinement and craftsmanship of high-end hospitality. “It was a revelation,” she recalls. “Everything worked in total harmony.”
With an innate passion for design and an instinct for storytelling, Robins realised instantly that events would be her passion. “Luxury is not about scale or excess,” she says. “It’s about how something makes you feel — the ease, the emotion, the lasting impression.”
The Set Summit: A Natural Collaboration
It is this shared philosophy that makes The Set Summit 2025 such a joyful collaboration. Ruby J has long partnered with The Set, producing events for renowned establishments including Hotel Café Royal in London.
“The Set understands that true luxury lies in the details — the flow, the light, the feeling of being cared for,” Robins says. For the Summit, Ruby J will create an experiential event that mirrors this ethos, from the design and production to the guest journey and entertainment. “It’s about inspiring connection,” she continues. “Guests should leave not only impressed but moved — feeling they’ve taken part in something meaningful.”
Sustainability: Redefining Luxury
For Robins, sustainability is now inseparable from luxury. “Today’s clients want experiences that are both exceptional and ethical,” she says. Ruby J responds with sustainable sourcing, repurposable décor, energy-efficient lighting, and waste-conscious catering, proving that responsibility enhances rather than limits creativity.
“True luxury is about making something extraordinary without excess. Sustainability challenges us to innovate — to find beauty in efficiency.” This approach ensures that events remain visually spectacular while leaving a lighter footprint on the planet.
Evolving Expectations: Experience, Personalisation, and Emotional Resonance
Luxury today, Robins observes, has shifted from spectacle to substance. “Five years ago, people wanted grandeur. Now they want meaning,” she says. New encounters, customisation and connection have become the defining hallmarks of special events.
Ruby J’s work reflects this evolution. Whether designing a brand launch or a private celebration, the focus is on crafting events that are immersive, sensory and deeply considered.
The Ruby J Creative Process: Listening, Curating, Choreographing
The process begins with understanding the client’s core message and the desired guest journey, ensuring the foundation is set to craft an immersive experience for both private milestones and brand launches. This vision is then brought to life through curated creative steps, including mood boards, spatial design concepts, and bespoke layouts, often drawing on interior design and architecture. All sophisticated elements—like branding, entertainment, lighting, sound, and technical production—are layered in and purposefully connected to the overarching narrative. Every detail is meticulously choreographed on the event day to flow seamlessly from arrival to the grand finale. Ultimately, for Ruby J, luxury is found in the details, the storytelling, and the creation of effortless, emotional, and unforgettable experiences that endure beyond a single day.
The Signature Approach: Re-interpretation, Authenticity, and Connection
Ruby J’s distinctive touches are born from curating inspiration found everywhere—from travel, art, and fashion to broader cultural shifts. Their hallmark is the refusal to simply replicate trends; instead, they re-interpret them through unexpected design flourishes, immersive activations, or sensory details. These signature touches are always purposeful, designed to spark emotion, conversation, and connection—the true currency of modern luxury. When blending diverse cultures, the team approaches with respect and thoughtful interpretation, honouring tradition while embracing innovation. They translate meaningful cultural elements into design and experiential moments that are both elevated and authentic, ensuring every guest feels welcomed and inspired.
The Pivotal Event: London 2012 Olympics with NBC Universal
One of Robins’ defining projects was delivering NBC Universal’s hospitality programme during the London 2012 Olympics. Hosting four waves of international guests, each requiring bespoke, high-touch experiences, demanded extraordinary precision.
“The challenge was marrying creativity with flawless execution,” she recalls. Every aspect — from set design and lighting to timing cues and guest flow — was scrupulously orchestrated. The result was a masterclass in integrated production. “That event shaped how we work,” she says. “It proved that scale and intimacy can coexist — provided the story holds everything together.”
Invisible Perfection: The Art of Meticulous Planning
Behind the scenes of every Ruby J event lies a world of methodical preparation. Each cue, from lighting transitions to soundscapes and service pacing, is tested repeatedly until it feels instinctive.
“Guests should never sense the mechanics,” Robins explains. “They should feel that everything simply flows. The magic lies in precision so seamless it becomes invisible.”
Looking Ahead: Experiential Depth and Innovation
As the landscape of luxury continues to evolve, Robins sees the future defined by experiential depth, personalisation and innovation. Technology will play an ever-greater role, from interactive design to immersive lighting and sound, while sustainability will remain a non-negotiable foundation.
“The future of events is about intention,” she concludes. “It must feel personal, relevant, and responsible. The aim is to engage every sense and emotion to create moments that really stay with you.”
Through this lens, Ruby J Events continues to redefine what modern luxury means.
The artistry of special events, as curated by Ruby J, comes to life at The Set Summit this November.
