As the events industry moves past delivering experiences to creating transformative moments, creativity plays an increasingly important role, from creating memorable spaces to crafting lasting memories and engaging with the younger generation.
Event professionals were urged to switch their mindset to become “agents of transformation” by topic experts at the recent ICCA Congress 2025 in Porto, Portugal.
“We bring people together and guide transformation, and creativity plays a huge role,” said Timothy Simpson, brand and engagement chief strategist at Maritz.
Choosing the right physical space takes creativity, noted Miguel Guides, president of Coliseu Porto Ageas, adding that being in creative spaces also sparks out-of-the-box thinking in attendees.
Mariana Duarte, CEO and creative director of GRIFfiN, said weaving creativity into events is a way to engage with attendees by building emotions.
“Today, we live in a world that’s connected and disconnected at the same time, so emotion is so important because it’s what distinguishes us from AI,” she said.
She urged meeting professionals to be experimental.
“Don’t be afraid to fail, and don’t forget to play with emotions, especially in events, because events are a place where we still feel emotions and feel something together.”
Creating the wow factor is also essential, according to Meg Williams, chief executive of the World of WearableArt, added that event organisers tend to focus on budget and logistics.
“While these are important, there is also the need to leave enough space for those magical moments to come through, and for creativity to thrive,” she opined.
Max Oliveira, CEO of Mxm, which organises major breakdancing events worldwide, said for events to appeal to younger generations, organisers need to tap into subcultures.
“Events aren’t just logistics, they’re about creativity and meaning. Connect culture, sports, social and business events. Bring these subcultures together and you’ll find the best ingredients to cook the best events on the planet.”
