Encore Event Technologies successfully orchestrated a massive 23-day incentive programme for 12,000 Amway China delegates across multiple Bangkok venues. The complex production blended advanced staging technology with local cultural immersion, marking the largest incentive event held at Iconsiam to date
Event brief
The Amway China 2026 Leadership Seminar was one of the largest and most complex corporate incentive programmes staged in Thailand.
Held from March 4 to April 13, 2026, the event saw 12,000 delegates arriving in 10 consecutive waves, with events taking place every second day over a 45-day period. The event combined large-scale staging, immersive environments, and advanced event technology to create a high-energy experience designed to celebrate Amway’s top achievers.
Each wave experienced a multi-day itinerary including business sessions, themed gala dinners, cultural performances, retail experiences, and luxury hospitality programs.
Operating under the theme ONEderland, the event was designed to reflect the city’s evolution from traditional heritage to a modern global destination. Iconsiam’s Icon Hall served as the core venue, alongside luxury accommodations like the Mandarin Oriental, Four Seasons, and Peninsula Bangkok, alongside river transfers, arrivals, and experiential activations across the city. This marked the third time an Amway China incentive has been hosted in Bangkok.
Encore Event Technologies, which has partnered with Amway on nine incentive events over three decades, led full-service creative, production, and event technology delivery. John Schryver, producer at Encore APAC – who has produced four of the past six Amway incentives – emphasised the holistic approach to the programme’s design, which required technical changeovers and multi-venue coordination.
Event highlights
Encore activated more than 620m2 of LED inside the main venue, including curved and transparent LED screens, motion-tracking video systems, holographic effects, automated lighting, and motorised scenic elements. The production also featured bespoke kinetic lighting installations, laser mapping, custom-built stage automation, and over 1,000m2 of scenic panels designed to allow rapid transformation of the venue between business sessions and gala dinners.
The technical installation included approximately 40 tonnes of audio, lighting, and rigging equipment, supported by 177 rigging points and more than 800 metres of truss, reflecting the scale of engineering required to deliver the production inside the Icon Hall.
Installation took place over four days of 24-hour bump-in, requiring up to 460 crew members on-site during build and strike across nine days, and approximately 120 crew members per show day including technicians, creatives, performers, wardrobe teams, and backstage crews. Logistics for the production utilised approximately 50 semi-trailers, including 12 international freight containers, with two primary production partners and more than 10 specialist suppliers involved across staging, scenic, lighting, audio, video, and rigging delivery.
The digital content was personalised to reflect the delegates’ itinerary. “We purposefully integrated historical landmarks from their travels into the screen content; as we flowed down the river during the opening sequence, it served as a powerful reminder that the experience was bespoke and deliberately crafted for them,” Schryver explained.
Beyond the business sessions, the programme leaned heavily into the destination’s cultural fabric. Entertainment highlights included large-scale cultural performances, live music, Muay Thai demonstrations, custom fashion showcases, and headline performers popular with Chinese audiences, including Bei Xu, Fino the Ranad, and Champion Muay Thai fighters Antoine Pinto and Peter Denman.
Schryver added: “The riverside forecourt also featured a vibrant calendar of events throughout our residency, stretching from the Chinese New Year celebrations right through to the Songkran festival during the final wave.”
Challenges
The massive scale of the 10-wave programme demanded an intense operational strategy, particularly for the rapid technical changeovers required between daytime business sessions and evening gala dinners.
“To ensure the transitions between the Business Session and the Gala Dinner were as seamless as possible, we engineered a turnaround strategy designed to reduce the demands of an already gruelling production schedule,” noted Schryver.
“By leveraging the impressive 17-metre ceiling height over stage, we utilised a theatrical fly bar system that allowed us to manage scenic changes with the fluid precision of a theatre production,” he added.
This vertical efficiency was paired with a custom-built, dual-layered perimeter tab track system dubbed the “Cyclone”. “Through this combination of theatrical rigging and the Cyclone’s versatile draping, we successfully completed the full transition including all furniture in approximately two hours each time,” Schryver stated.
Furthermore, the one-and-a-half-month on-site residency demanded a thoughtful approach to environmental impact. The production team prioritised waste reduction by requesting suppliers limit plastic packaging, prioritising local vendors, reducing air freight, and assessing all newly purchased equipment for future re-use.
“This was one of the most ambitious incentive programmes we have delivered, both in scale and technical complexity. With multiple venues, continuous changeovers, and a high level of creative and technology integration, the event required close collaboration across our regional teams and local partners in Thailand,” noted Encore Event Technologies’ managing director international, Scott Nodsle.
“Events like this highlight the power of incentive travel to showcase destinations, inspire people and create unforgettable experiences. Bangkok provided an incredible backdrop, and we were proud to help bring Amway’s vision to life through world-class production, technology and creative design,” concluded Nodsle.
Event Amway China 2026 Leadership Seminar
Organiser Encore Event Technologies
Venue Iconsiam’s ICON Hall
Dates March 4 to April 13, 2026
Attendees 12,000
