Grigor Baždar is an Event Director at Alert agency, specialising in innovative lifestyle events. With a proven track record of delivering over 40 high-impact events in 2025 alone, he excels at turning bold concepts into seamless experiences, from moodboards and production design to on-site execution. Known for strategic budgeting, strong client relationships, Grigor brings originality and precision to every project. Passionate about elevating brands and agencies through standout concepts and creative social media showcases, he consistently drives visibility and new client growth.
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 brand’s slogan – You. Intensified. There is nothing more inspiring than playing with the senses, as stimulating them creates a truly memorable experience. That is why we decided to intensify the senses as people moved through the venue.
Q2: How did you practically balance innovative technologies with authentic human connection at your event?
We placed all immersive elements at the very beginning of the event. Guests passed through five different areas, with each one stimulating a different sense through different technologies. At the end, we set up long communal tables for a seated dinner, which created an intimate atmosphere where guests could mingle and connect.
Q3: Which three elements would you say had the biggest wow effect on participants?
First, the space – although many events are hosted in this venue and everyone knows it well, we completely transformed it, leaving people genuinely surprised. Second, the screen room, which was so mesmerising that guests didn’t want to leave. And third, scent projection. We replicated the scent of the products and projected it throughout the venue.
Q4: Sustainability and legacy are two key evaluation criteria. How did you ensure your event left a positive footprint after it ended?
We focused on technology instead of branded scenography, and 90% of the elements were rented.
Q5: Which new ideas or formats (e.g., pop-up, hybrid, guerilla, CSR) did you experiment with for the first time?
Almost everything was new in this event. We used AI to generate copy for all event materials and even to moderate the event instead of a human. We also applied technology in unconventional ways to create unexpected effects. For example, we didn’t use moving heads for lighting, but rather for their warmth – guests could feel the heat on their skin as they walked past the beams of light.
Q6: How did you engage participants in co-creating the experience, and what impact did this have on the outcome?
We designed the setup to be influencer-friendly. Influencers attend dozens of events each month, and at some point, they all start to look the same. Offering them something truly different inspired them to create unique content.
Q7: What kind of feedback did you receive from the audience? Did you incorporate their response during the event?
Since this was a lifestyle event, the attendees were invited guests rather than a traditional audience, and they were very pleasantly surprised. They expected “just another brand event,” but when they arrived, they couldn’t believe how we had transformed the space. Many influencers even commented that they wished more of their peers had been there to experience it, which we took as the highest compliment.
Q8: In what ways has your event become a benchmark for others in the industry?
Instead of a standard launch with speeches or a stage, we created a narrative-driven “attack on the senses.” This hybrid of event, art installation, and content hub represented a complete departure from typical beauty activations, delivering both emotional impact and highly shareable visuals.
Q9: How does it feel to have your project evaluated both by an international jury and an audience through the 80:20 voting model?
I think it’s very fair. It’s great to involve the live audience and include their opinion in the process.
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?
I see two directions: either immersive events that stimulate the senses and create lasting memories, or simple, conceptual events with strong visual impact. I believe the industry will move toward minimalistic yet striking formats, where even a single conceptual art piece can become the centrepiece and generate significant content.
Q11: If you had an unlimited budget, which element would you add to elevate your event even further?
Since I had a very limited budget but big ambitions, I allocated most of it to production and cut back slightly on food and drinks. With an unlimited budget, I would definitely invest in premium signature cocktails, served in unlimited quantities. I would also produce custom-made furniture to elevate the look and feel even further – although in the end, keeping it rented was more sustainable, so I’m not unhappy with that choice. 😊
Q12: What was your own personal highlight or most memorable moment from Conventa Crossover 2025?
Definitely winning six awards, including one for Best Event Agency. It was so unexpected and such an incredible moment!
Find out more about the Alert agency here.
