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EVENTS CURATION: EMBRACING THE EXTRAORDINARY
Events creativity: Embracing the extraordinary
The events industry has the power to connect people in many inspiring ways, rewarding those who are willing to push boundaries, writes Julz Partington, creative director for Encore Event Technologies APAC.
In an era when digital interactions often eclipse face-to-face connections, the events industry stands as a beacon of human engagement. As someone who has lived and breathed this world for more than 15 years, I’ve witnessed the transformative power of creativity in events, which leaves me in awe every day.
Creativity can’t just be a buzzword – it needs to be the heartbeat, pulse and soul of every event. Unfortunately, it often comes after the date is booked, the venue is chosen and the save-the-date is sent.
A creative-first mindset is what transforms a gathering into a groundbreaking experience, and a fleeting moment into an unforgettable memory. It’s not just about thinking outside the box – it’s about smashing the box altogether by levelling up, breaking the mould and excelling in the art of defying expectations.
Bold visions
Every time I sit down with a client, I say, “Let’s be bold, make noise and create true memories through immersive experiences.” There can be a lot of “fluff” with creative statements of hope and imagination, but I’m a strong believer that if you say it, you better do it.
One of my high-school teachers once said, “If you do it, own it.” At the time, he was addressing a mischievous group of teenagers who broke rules and lied about it, but this statement has resonated and played a big part in my career.
If you’re going to share a vision, create some noise or be bold, you’d better own it.
The creative events industry is where dreams collide with reality. If you dream of Harry Potter candles defying gravity in a giant ballroom, that better be what you deliver. If you are bold with elaborate designs, you’d better be ready for that moment when the doors open.
However, we can’t let the details, timelines, production schedules and physical restrictions define the design. We need to lead with a bold and creative mindset, although having the skill set to bring the concept to life is essential. It’s no longer enough to follow a script or stick to a theme. Today’s audiences crave the unexpected; they want to be moved, shaken and stirred, and want their cocktail personalised.
This means events professionals have to be bold. We must be willing to take risks, push boundaries and dare where others hesitate. Whether it’s transforming a barren warehouse into a wonderland of lights and sounds, or bringing in performers who blend art and technology in ways never seen before, our job is to create the extraordinary. We do it with passion and precision because we know that one extraordinary moment can change everything.
Crafting emotion and human connection
Events are not just about the visual and the technical. At their core, they are about people and connection. In a world that’s more connected than ever, yet feels increasingly disconnected, the role of events has never been more crucial.
We are the architects of shared experiences and the creators of collective memories. We bring people together in ways that can change perspectives, ignite ideas and sometimes alter the course of a life.
I’ve seen it happen – a conference where two strangers, seated by chance, spark a collaboration that leads to a groundbreaking innovation, or a gala where a friendly conversation becomes the starting point of a lifelong friendship.
These are the moments we strive to create, and it all begins with the audacious idea that something as simple as a gathering can be a catalyst for something far greater.
Creative future
Creativity in the events industry is evolving at a dizzying pace. Technology, sustainability and inclusivity are fundamental shifts reshaping our landscape. We are seeing hybrid events that merge the physical and digital realms; reimagining spaces to be beautiful and environmentally responsible; and designing experiences that speak to diverse audiences, ensuring everyone feels seen, heard and valued.
As we embrace new frontiers, the heart of what we do remains unchanged. We are storytellers and experience makers. Our job is to take the impossible and make it possible, or take the mundane and make it magical, all with an unyielding love for what we do.
It’s a common saying that people in the events industry “have a screw loose”. But that’s a superpower at play giving the courage to create something new for every production.
To my fellow creators, I say be brave, be bold and be unapologetically daring. The events industry needs your wildest ideas and audacious visions. Don’t shy away from the unknown because it is in uncharted territories where magic happens.
What we do is more than just event planning. We are in the business of creating joy, inspiring wonder and connecting people in ways that resonate long after the lights have dimmed. We have the power to move hearts, change minds and make a difference, which makes this industry exhilarating to be part of.
