Although these are all certainly important, they don’t encompass the real core of an extraordinary event. What makes an event truly memorable is the creative production that leads to the unique experiences and feelings your attendees will have. But what is a creative production?

When it comes to planning, logistics are only half the work. The creative production, on the other hand, involves the experience design, focused mainly on what your guests will see, feel, and think. It’s the fairy-tale part of the event that makes attending an event so exciting. To achieve a good production that will actually move your guests, you need a well-defined concept.

“A strong concept seeks to play on the imagination of your target group, exciting their sense of fantasy and exploiting the zone of uncertainty which exists between curiosity and confusion. The gradual buildup of tension and excitement ensures a lasting effect.”