Žiga Novak

Experience designer and manager of the Walnut Grove Group

Žiga is an entrepreneur, manager, trainer, speaker and experience designer that specializes in using game, play and experiental design for assessment, engagement, entertainment, motivation and development of human potential. He manages the Walnut Grove Group, a business group that included a special venue, catering and an agency for experience design. At his workshop, he will get to know Live Experience Design (LXD), a methodology that he has been developing for the last 10 years.


Q: What do you love about your job the most?

I have the privilege of co-creating an unusual event venue and a unique business group with an embedded venue, catering and creative agency that specializes in interactive experiences that are truly memorable for our guests.

Q: Where do you see the biggest opportunity in marketing and MICE industry?

First, improve your client relations. The word of mouth is precious. Find the way to save your client’s time and relieve the organizer’s stress. Protocols, maps and especially canvases will do the trick.  Also, don’t forget to be unique, creative and bold to stand out from the crowd.

Q: How do you deal with marketing jungle on daily basis?

We try to be unique in everything we do. Not just in creating events with a twist, but also with our basic business model. We have created a unique one-stop-shop for business events, saving precious time of our clients.

Q: How did the best events you attended so far make you feel?

Included, in the state of flow, connected with everybody else at the event, emotionally challenged and changed.


Q: Looking at your bucket list, what is the one thing that you really wish to cross off until the end of 2017?

I want to start offering our ready-made experiential solutions to the international event market. It’s time for a new book, at least a first chapter.

Q: If you could have dinner with anyone (alive or dead), who would you have dinner with and why?

Albert Einstein, because he is my role model in the art of asking brilliant questions, which open the mind. Like the famous question that changed everything: “What would the world look like if we could ride on a beam of light?« If you ask yourself the right questions about the project you are organising, you will surely do a better job.


Q: What would you share with our participants if you would have only one minute?

My view on the future of events and live human interaction. I see personalized, interactive, ritualistic, extraordinary experiences, based on a proper science of experiential engineering.

Q: What are you bringing to Conventa Crossover?

A creative, provocative yet practical view on the industry.


Learn to survive the marketing jungle and join us in the mighty jungle, where no lion sleeps. Become a part of our community and make sure to join us at Conventa Crossover 2017, register here and check out the events storytellers here.