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LinkedIn Some events are forgotten as soon as we leave the room, while others are remembered for years. What determines their success? It’s not just efficient organization and good catering. The key lies in… Well, what exactly? You will find out in our article!
Key information
- Research (Eudora Bangura and Miju Choi, UK) identifies 3 key conditions for event success: the “wow” effect, co-creation with the client, and active presence on social media.
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The “wow” effect is achieved through attractive staging. It’s the event tent, lighting, decorations, and technology that create the first impression.
- The staging and choice of decorations, including the shape and design of the tent (star, dome, classic), influence the perception and atmosphere of the event.
- Engage participants through creative zones, personalized gadgets, or the option to choose elements of the event.
- Build a coherent narrative for the event, guiding participants through a story, which increases their engagement and memory of the event.
- Surprises, changes in staging, guest artists, or small gifts at the end significantly enhance the memorability effect.
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Social media and influencers are sources of inspiration, promotion, and active collaboration with participants. Influencers can attract an audience if their image aligns with the event.
- Ongoing communication with the client and team (meetings, feedback) supports co-creation of the event and builds trust.
Table of contents
- What does science say about event design?
- How to turn theory into practice?Every event starts with a concept, but it’s the details that make it memorable. What should you consider?
- Staging and decorations are key to the right atmosphere
- Personalization and co-creation
- Storytelling in event organization
- Surprise
- Social media and influencers as… A key element in event design?
- Communication in the Event Design Process
What does science say about event design?
Eudora Bangura and Miju Choi, researchers from Leeds Beckett University and Gangneung-Wonju National University, conducted interviews with 14 experts in the event industry in the UK. The results? The success of an event is the result of combining three key elements: the “wow” effect, co-creation with clients, and skillful use of social media.
The study showed that clients no longer just want to be recipients of the event itself; they increasingly want to contribute to the design and planning of the event. This means that organizers should be open to collaboration but also able to guide the client through the event creation process—from concept, through decoration choices, to the final outcome.
What other conclusions can be drawn from the study?
- The “wow” effect is a priority – decorative elements, the appearance of the stand, such as the event tent, surprises, and technology.
- Social media shape trends – inspirations drawn from Instagram or TikTok influence client expectations.
- Budget and planning – because even the most creative vision requires solid financial and organizational foundations.
How to turn theory into practice?Every event starts with a concept, but it’s the details that make it memorable. What should you consider?
Staging and decorations are key to the right atmosphere
You would probably agree with me that the first impression is the absolute foundation of every event’s success. Let’s take the event tent as an example. It doesn’t have to be just a shelter from the sun and rain. It is a part of the staging. Whether it’s in the shape of a star, dome, or classic commercial tent, the right form and design influence what the audience thinks. Combined with lighting, lamps, and decorations, it sets the right mood for the event. Thoughtful arrangement will completely transform the appearance and atmosphere of the event.
Now, here’s a task for you. Look at the layout below. It makes an impression, doesn’t it?
So, what do you think? Will you create the “wow” effect? Or will you let the event participants just walk by?
Personalization and co-creation
Do you want participants to feel like part of the event? Give them the opportunity to interact. You can create this through:
- Creative zones where they can contribute (e.g., personalize gadgets)
- Voting on the selection of attractions for the next event
- Personalized photo booths where they can choose backgrounds and filters
Storytelling in event organization
Events are not just a scheduled agenda, but… a coherent story! It guides participants through unique experiences. A well-told story transforms an ordinary event into a wonderful experience. When participants become part of the narrative, they engage more with the event, remember it longer, and are more likely to share their impressions on social media and with their friends.
And nothing attracts more than a satisfied participant recommending the event to others :).
Surprise
Psychology clearly states that we remember most what we did not expect. A well-planned surprise, such as the sudden appearance of an artist, DJ, a change in staging during the event, or even a small gift at the end, ensures that participants will remember the event longer.
Social media and influencers as… A key element in event design?
Social media, besides being a source of many inspirations (perhaps you’ll implement some of them?), are, as the name suggests, social. They allow you to interact with your audience and co-create the event. Create polls, ask questions, and maintain regular interaction with potential visitors.
Influencers also play an important role in event organization. They have loyal communities to whom they recommend events. Their opinions influence audience decisions and can significantly increase attendance. However, it is crucial to align their image with the character of the event to ensure authenticity and credibility of the message.
Communication in the Event Design Process
Regular meetings with the team, openness to suggestions, and active listening to the client allow for co-creation of the event and adaptation to the needs of the audience. Good communication builds trust, which translates into smooth execution and exceptional experiences for event participants.
Which staging do you like the most?
Check out our blog articles
Entering 2026, event organizers are facing a period that is both genuinely exciting and increasingly demanding. Expectations are high – and coming from two directions at once. On the one hand, there is still a strong demand for live, in-person experiences. Relationships, emotions, and good energy simply can’t be fully replicated online. On the other hand, cost pressure is becoming more and more tangible. Budgets are being scrutinized more closely, and each event is increasingly expected to justify itself with measurable outcomes: sales, customer retention, community building, pipeline growth, or employer branding.
This is clearly reflected in the PCMA/Convene study. Nearly half of industry professionals openly admit they feel both excited and concerned at the same time. And the challenge that keeps coming back, like a boomerang, is cost. This mix of emotions has become the new normal in event marketing.
It is precisely from this tension – between ambition and economics – that the key trends for 2026 are emerging. Events are not meant to be less impressive. They are meant to perform. Visual impact and the “wow” factor still matter, but only when they genuinely support a specific goal, rather than becoming a goal in themselves.
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Whether someone notices your brand, stops to read your message or comes closer is decided in a split second. If you do not communicate why you are worth their attention in that moment, the opportunity is gone. That is why every advertising message, no matter the format or medium, has to work instantly. Literally in five seconds.