Mladen Lulić has been the co-owner of Paidea Events since 2017, but his connections with the company go back to 2007. With his exceptional technical precision, sense of aesthetics and calm but decisive presence on each project, he is an indispensable part of the team that has marked top achievements in Slovenia and beyond. His approach is based on the belief that it is the details that make the difference between good and exceptional.
Under his co-creation, Paideia Events has developed a recognisable style that combines creativity, execution excellence and thoughtful event dramaturgy – qualities that are also confirmed by this year’s Conventa award for best event. As he said in an interview for Kongres Magazine: “Every day is different.” This thought reflects his view of the world of events – a world where every project is a new story, full of challenges, adrenaline and inspiration.
Q1: Your event was selected among the 55 best projects in Europe. What was the main inspiration, and how did you aim to overcome the “boring meetings” paradigm?
The main inspiration was the transformation of the Macan itself: from gasoline to fully electric. We wanted the event to embody that same sense of change: fresh, bold, and future-oriented. To overcome the “boring meetings” paradigm, we designed the experience to be fully immersive, digital-first, visually electrifying and emotionally engaging.
Q2: How did you practically balance innovative technologies with authentic human connection at your event?
We used technology as an enabler, not a distraction. Digital screens and immersive scenography delivered innovation, while the human element came through in the storytelling. By ensuring that technology amplified human touchpoints, we created a balance where guests felt both inspired by the innovation and emotionally connected to the brand.
Q3: Which three elements would you say had the biggest wow effect on participants?
The biggest wow effects for participants came from the impressive 360-degree LED spectacle with more than 500 screens, an immersive experience never before seen in Slovenia. Secondly, the virtual journey through Porsche’s history, where the host guided guests from the brand’s key milestones to the unveiling of the all-electric Macan. And thirdly, the unique location, Arena Stožice, which for the first time ever was transformed into a stage for a product launch of this magnitude.
Q4: Sustainability and legacy are two key evaluation criteria. How did you ensure your event left a positive footprint after it ended?
While the event was based on the magic of electricity to enhance the mindset shift and craftsmanship of the new Porsche Macan, it was carefully designed with sustainability in mind. Every element was optimised to minimise waste, use renewable energy where possible, and offset the footprint. All communications (from save-the-date to invitations and signage) were completely paperless. Catering featured local food served on reusable ceramics, and the stage and materials were fully recycled after the event.
Q5: Which new ideas or formats (e.g., pop-up, hybrid, guerilla, CSR) did you experiment with for the first time?
For the first time, we transformed an iconic sports arena – a symbol of adrenaline, passion and emotionally charged moments, much like the driving experience of the Porsche Macan itself – into a breathtaking stage for a product launch. Arena Stožice was reimagined as a fully immersive, 360-degree digital environment, delivering a spectacle unlike anything seen before in Slovenia. This innovative format blurred the line between live event and virtual show, creating a hybrid-like experience where storytelling, history, and technology came together.
Q6: How did you engage participants in co-creating the experience, and what impact did this have on the outcome?
Guests were engaged in co-creating the experience by being immersed in a dynamic environment where their presence and reactions became part of the storytelling. From exploring Porsche’s history to the unveiling of the all-electric Macan, guests were guided through a journey that invited them to feel, interact and connect with the brand and its newest hero vehicle on a personal level.
Q7: What kind of feedback did you receive from the audience? Did you incorporate their response during the event?
The feedback from the audience was overwhelmingly positive, with guests praising the immersive 360-degree LED setup and the integration of Porsche’s heritage with cutting-edge technology. Many highlighted the uniqueness of the venue transformation, without overshadowing the event’s hero. The event also achieved a 100% turnout, reflecting the high level of interest and anticipation.
Q8: In what ways has your event become a benchmark for others in the industry?
This event has set a new benchmark for the industry by showing how a product launch can go beyond traditional formats to deliver a fully immersive, multi-sensory experience. By seamlessly combining innovation, spectacle, and audience co-creation, it has redefined what a luxury automotive launch can achieve, raising the bar not only for competitors but also for how we envision and design future events.
Q9: How does it feel to have your project evaluated both by an international jury and an audience through the 80:20 voting model?
In our agency, we have a philosophy that an event is truly successful when no one notices us: when everything feels effortless and seamless. That’s why it’s incredibly rewarding to be recognised not just by industry experts but also by a wider professional audience who understand the same challenges, obstacles, and dedication it takes to bring such a vision to life.
Q10: Which trends in the events industry do you see as most crucial for the future, and how do you plan to integrate them into your upcoming projects?
Immersive experiences, hybrid formats, sustainability and personalisation will become even more important. With the help of ever-evolving tech solutions, we plan to develop hybrid event formats that combine the best of in-person and virtual experiences, ensuring engagement on every level.
Q11: If you had an unlimited budget, which element would you add to elevate your event even further?
Anti-gravity platforms. That would be awesome.
Q12: If you had an unlimited budget, which element would you add to elevate your event even further?
People. It’s always about the people. Meeting the professionals, listening to the case presentations and seeing how agencies and brands are pushing the boundaries of event design, while navigating many of the same challenges we face every day, was both inspiring and energising.
Learn more about Paidea Events here.
