On Tuesday 12 December Johnnie Walker Princes Street opened its doors to leading event professionals for the 2024 What’s Trending in Events hosted by EVENTIT Scotland.
Panel experts Rick Stainton, founder of Smyle, Andrew Perrott MD of Chorus, and Lauren Hyder, Head of Events at Johnnie Walker Princes Street, set the tone of the day as they discussed some of the issues and opportunities within the industry today. They delved into key topics shaping the sector, including the integration of technology, the role of AI and the transformation of events into interactive, immersive experiences. Discussions also touched on the crucial role of sustainability, diversity, and inclusion in the initial design of events and experiences.
The panel shed light on how these factors impact the industry and provided insights into how event professionals can craft impactful and memorable experiences for their attendees.
Delegates then had the unique opportunity to participate in interactive engagement activations with five forward-thinking exhibitors: Fayre Play, Social Jungle, Maze Reality, Cameron Events, and AeroAVA. In small groups, attendees had 15 minutes with each company, experiencing their products and forging meaningful connections. These suppliers showcased their pivotal roles in driving trends within the events and experiences sectors, particularly in the realm of experiential marketing.
One of the other main highlights of the day was the Johnnie Walker Journey of Flavour which encapsulates the true essence of an interactive, immersive experience. Delegates were enthralled from the very start as they were taken on a journey that has been designed to excite, evoke, and touch all the senses.
The event also showcased a commitment to innovation in culinary experiences, with a delicious plant-based lunch menu and attendees were treated to a variety of non-alcoholic cocktails, unveiling new flavours and combinations, in line with evolving preferences and trends.
What’s Trending in Events not only provided valuable insights into the future of events but also created a platform for networking, collaboration, and inspiration. As the industry continues to evolve, events like these play a crucial role in shaping its trajectory.
Further insights, activations and opportunities for collaboration are just around the corner as the EVENTIT team bring you their exciting new initiative EXPERIENCEit on 8 February at the Edinburgh International Conference Centre. More information and tickets can be found HERE
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