Q1: The Top 100 European event agency leaders list has provided a who’s who of the events industry for the first time. How do you see this recognition, and what does it mean for your agency?
We are always grateful for international recognition, especially as we continue to build the 360 Experience Group with strong global ambitions. Being included in this list confirms that our work in the global event space is being recognised.
Q2: Live events seem to be the buzzword of 2026. With the industry going from strength to strength, how do you see the future of events?
I am very confident that our industry will continue to grow. While the world is digitalising rapidly through AI and other technologies, I believe humans have a fundamental need for real connection, live meetings, and shared experiences. Storytelling and live events are essential for building a genuine connection with any audience, making our work more relevant every day.
Q3: How are economic and political turmoil, rising production costs and ambitious client expectations affecting your agency’s business model?
From the very beginning, our business model has been built on diversification—spanning services from design and production to scenic builds and custom products. We have also built a global network across Europe, North America, Asia, and the Middle East, serving a diverse client base ranging from brands and artists to promoters and agencies. This broad reach has driven steady growth for our group, keeping us resilient amidst global market uncertainties.
Q4: Artificial intelligence is rapidly reshaping creative and operational processes. To what extent have you integrated it across your processes, and which jobs remain out of its reach?
We integrate AI wherever it adds value—from automating administrative tasks to generating video content and music. However, I believe imperfection is what makes things feel real, so human creativity will always be irreplaceable. A major part of our work also involves manual labour and genuine craftsmanship, such as scenic construction and custom builds. I believe the demand for true craftsmanship will only grow in the future.
Q5: Sustainability has become both a strategic responsibility and a measurable business criterion. How is your agency translating environmental commitments into concrete results and accountability?
Sustainability is woven into our daily operations and remains top of mind in both our productions and our client conversations.
Q6: How does your event agency attract and retain young talent?
Through strong partnerships with educational institutions and active, video-driven communication across our social platforms.
Q7: If you could enter a time machine, what would you advise yourself when you first started in the events industry?
Keep dreaming and follow your heart and passion. You’ll end up doing the most amazing work, which will make you a very happy man!
Q8: If you had to single out one event from your portfolio, which would it be and why?
Our contribution to the opening ceremony of the Grand Egyptian Museum made a lasting impression on me. Even though our role was a small part of the larger picture, reaching a worldwide audience of one billion people was truly unforgettable.
Q9: Which industry buzzword would you permanently ban, and what uncomfortable truth should event agencies start discussing instead?
I would permanently ban “HYBRID”. The key focus moving forward should simply be “REAL”.
Q10: Does Europe genuinely operate as one event market, or do outdated divisions between established Western markets and “New Europe” still influence budgets, visibility and access to opportunities?
I don’t believe we have managed to operate as a single, unified event market anywhere just yet. The event industry is simply too broad and diverse—spanning everything from music festivals and corporate events to sports and private celebrations.
Discover the portfolio of 360 Experience Group here.
