The Art of Engagement: Secrets of an Event Designer

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The Art of Engagement: Secrets of an Event Designer

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As our interactions in all aspects of life and business become more and more digitised,  the value of genuine, face-to-face engagement is more important than ever. When you are considering investing in an event, bringing on the expertise of an event designer is crucial to curating experiences that not only leave a lasting impact but also yield substantial returns on your investment. These professionals create concepts that not only captivate but also stimulate, excite, and empower attendees on-site. It’s through their skillful orchestration of a multitude of touchpoints and considerations that the art of engagement truly comes to life—forging connections and fostering interactions. In this blog, we unveil the hidden strategies and secrets of event design, unveiling the secrets behind crafting moments that resonate, ‘stick’ and keep on providing you ROI long after the event concludes.

Understanding Your Audience

A successful event resonates with attendees on a personal level, addressing their needs, interests, and aspirations. You may think you know your attendees or for our digital entrepreneurs, your followers, but do you know what ‘floats their boat’ from an event ‘in-person’ perspective?  Conduct thorough research to identify demographic details, their likes and dislikes, who they follow (besides you of course), and trends that have caught their attention that will inform the design process. This insight will be the foundation upon which you build an experience that will connect.

Producing a Compelling Narrative

Every event should tell a story. No matter the content. It’s the narrative that weaves through the entire delegate experience, guiding attendees. Whether it’s a product launch, a conference, a summit or a celebration, you need to consciously structure your event’s story. First identify a core theme, an angle or an idea that will go somewhere.  Build to a climax through peaks and troughs. Add moments of drama, reflection and an unexpected turning point. Conclude with a resolution and some sort of surprise for the delegate. Produce a storyline that sparks curiosity, emotion, and resonance with the audience.

Seamless Integration of Technology

Technology is an indispensable tool for elevating event design. However you need to get the balance right for your audience and don’t solely design your event around it. In saying that there is some super cool tech in circulation that you can include in your design. From immersive virtual reality experiences and holograms to highly interactive event apps, technology, if done right, can be seamlessly integrated to enhance engagement. Leverage a tech stack that facilitates connections and creates an audible buzz in the room via audience participation and real-time feedback. Strive to strike a balance where technology augments the experience without overshadowing the human connection.

Curating Sensory Experiences

The hallmark of exceptional event design is incorporating a sensory activation strategy. Consider every aspect of the event as an opportunity to leave a surprising and lasting impression. As highlighted in ANA’s blog Designing Multi-Sensory Experiences for Your Brand, the use of a multi-sensory approach often creates a full experience for the audience — “one that they do not feel is shoved in their faces, but instead designed just for them. Their fond memories, purchase decisions, likes, and dislikes are tied to those experiences and the senses they use to experience them”. The controlled and strategic use of textures, colours, soundtracks and effects, sights and aromas meticulously curate experiences that surprise, delight, and resonate with attendees. Think beyond the ordinary and explore innovative ways to engage the senses and emotions of your audience.

event designer
Inclusive and Interactive Design

Engagement thrives in an inclusive and interactive environment. Design spaces that encourage collaboration, conversation, and participation. Ditch traditional seating formats of theatre, classroom and cabaret to break down traditional barriers between speakers and attendees, fostering an atmosphere of shared experience. Incorporate interactive elements, such as live polls, Q&A sessions, and group activities, to ensure that every attendee feels an active part of the event.

Curating Inclusive Retreats

Sensory rooms are equipped with calming elements such as soft lighting, comfortable seating, and soothing sounds, creating a retreat for those seeking a moment of respite. Consider the diverse sensory needs of your audience, including those with neurodivergent conditions such as autism. Creative Sensory Spaces, recommends creating a sensory or calming room “as an immersive experience in a purposefully designed multisensory environment that engages the senses in a positive way”. By considering and including sensory rooms in your design, event managers demonstrate a commitment to accessibility and create an environment where every attendee, regardless of their sensory preferences, can fully engage with the event experience. This thoughtful inclusion enhances the overall impact of the event and fosters a sense of belonging among a wider audience.

Sustainability and Environmental Consciousness

In the contemporary landscape, the art of engagement extends beyond the event itself. Embrace sustainability and environmental consciousness in your design. Choose eco-friendly materials, implement waste reduction strategies, and champion social responsibility. An event that aligns with values of sustainability not only leaves a positive impact but also resonates with an audience increasingly mindful of their ecological footprint.

Post-Event Engagement

The engagement doesn’t conclude when the last delegate departs. Implement post-event strategies to sustain the connection with attendees. Leverage social media, email campaigns, and online platforms to keep the conversation alive. Encourage participants to share their experiences, insights, and takeaways, creating a community that extends beyond the event.


Mastering the art of engagement through event design requires a balance of creativity, technology, and empathy. By understanding your audience, producing compelling narratives, embracing technology, curating memorable experiences, fostering inclusivity, prioritising sustainability, and extending engagement beyond the event, you can create and deliver experiences that resonate and endure.

event designer

What makes event design so crucial in today’s digital age?
In a world saturated with digital interactions, face-to-face engagement holds unparalleled significance. Event design becomes a crucial element in creating memorable experiences that yield a return on the event investment.

How do I ensure my event resonates with the audience on a personal level?
Conduct thorough research to understand your audience’s needs, interests, and aspirations. This insight will be the cornerstone for building an experience that captivates and connects.

Why is storytelling essential in event design?
Every great event tells a story. Crafting a compelling narrative guides attendees on a journey of discovery and engagement, sparking curiosity, emotion, and resonance with the audience.

How can technology be seamlessly integrated into event design?
Leverage a tech stack that facilitates networking, audience participation, and real-time feedback. Strive for a balance where technology enhances the experience without overshadowing the human connection.

What is the significance of sensory experiences in event design?
The controlled use of textures, colors, soundtracks, and effects in sensory experiences leaves a surprising and lasting impression, engaging the senses and emotions of attendees.

How can event organisers create inclusive retreats with sensory rooms?
Equip sensory rooms with calming elements and consider the diverse sensory needs of the audience, including those with neurodivergent conditions. Inclusive design fosters a sense of belonging among a wider audience.

Why is sustainability important in event design?
Sustainability and environmental consciousness in design demonstrate a commitment to social responsibility. Choosing eco-friendly materials and implementing waste reduction strategies leave a positive impact and resonate with an environmentally mindful audience.

How do I ensure post-event engagement with attendees?
Implement post-event strategies using social media, email campaigns, and online platforms to sustain the connection. Encourage participants to share their experiences, insights, and takeaways, creating a community that extends beyond the event.

What sets MB Squared apart in the field of event design?
MB Squared excels in creative event design, challenging the status quo and managing events that defy convention. Their approach isn’t just about selecting colors and themes; it’s a psychological journey, a dance of the senses, and a technological marvel, creating moments that linger in memory.

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