Company events are undergoing a fundamental transformation. The traditional model of packed auditoriums, keynote presentations, and rushed networking sessions is giving way to something far more intentional: experiences designed specifically to forge genuine human connections.
For me, putting on a good company event lies in being aware that people don't attend events primarily for information – they attend for transformation through connection. I’ve been to hundreds of events, and while content remains important, the most memorable and valuable experiences I’ve had happen in the spaces between formal presentations, in moments where strangers become friends, where casual conversations spark lasting relationships.
This shift demands a complete reimagining of event design and activities. Instead of defaulting to the familiar conference room setup with rows of chairs facing a stage, why not prioritise environments that naturally encourage interactions? Think round-table seating, club-house style venues that invite honest conversations, or even intimate outdoor spaces in nature. And instead of activities that involve passive consumption, why not focus on fostering active participation? Think interactive workshops and collaboration between participants to solve real business challenges. It’s not enough to end a talk and simply say to the attendees ‘alright, go off and network now’ – rather companies should shoulder that responsibility and purposely seek ways to weave connection as an important principle throughout the whole experience.
The details matter, because it is these details that people will recall, tell others about, and ultimately encourage them to come back for your next event. The potential ROI is massive. In a world where information feels abundant but genuine connection is said to be rare, the companies that lean into this shift will create experiences that foster a more intimate relationship with customers long-term. Helping them learn more and build better.
Looking for an example? Last year I attended a Figma London event hosted on the upstairs level of a coffee shop. No slide decks, no panels, no speeches. Just 3 Figma representatives, a group of people interested in design, and two barristers walking us through the art of coffee tasting. The interesting thing? Even though Figma didn’t necessarily ask us to speak about how we’re using Figma, as we tasted coffee blends from all across the world it naturally came up in conversation, as did many other topics around design and it’s potential future. The relaxed atmosphere was a catalyst for bonding, and odds are, everyone in the room left feeling more connected to those that they met than they ever would have at a corporate conference.
To summarise:
- Connection trumps content – People attend events primarily for who they'll meet. The most valuable experiences happen through genuine human connections and meaningful conversations.
- Design for interaction – Move away from traditional auditorium setups – shake things up, do something different, create an experience that people are likely to share.
- Every detail shapes connection – Weave connection as a principle throughout the entire event, don’t just layer it on at the end. Make every touchpoint count and people will notice.