We're very fortunate to work with clients like Inigo, who bring brilliant partners into the room. Andy Hackett and his team at Dynamite Events came to us that way. We collaborated on Inigo's event together, and it's the kind of working relationship that makes the end result better for everyone.

Q: Why do in-person events still matter in a world dominated by digital communication?

Andy Hackett: Digital fades. You scroll past it, close the tab and forget it by lunchtime. But a live experience stays with you. There's a reason people still talk about the first time they saw their favourite artist perform live, rather than the last time they watched them on a screen. In-person experiences create memories that last because they engage every sense and every emotion. No screen has ever replicated that. I don't think it ever will, even with AI.

Q: What's changed about audience expectations in recent years?

Andy Hackett: Guests are savvier than they've ever been. They can tell instantly when an event has been designed around a message and experience rather than just thrown together. When everything's slightly out of sync, and the brand is being projected at them rather than woven around them, it falls flat. The shift we've seen is that the most impactful events are the ones where guests don't notice the craft behind it at all. The atmosphere, the flow, the moments of connection emerge naturally, and guests find themselves part of something rather than spectators of it. That's a much harder thing to achieve than it looks. But when it comes together, it's unbeatable.

Q: At what stage should creative partners be involved?

Si Micheli: As early as possible. The best events happen when creative conversations start before there's even a brief. That's how you move from branding an event to building an experience around a clear emotional outcome.

Q: Why is narrative so important in live experiences?

Si Micheli: Narrative is what holds everything together. Without it, events become separate elements competing for attention. A strong idea creates consistency across the whole guest journey and makes the event stick.

Q: What role does interaction play in modern events?

Andy Hackett: Participation is everything. The moment someone moves from observer to participant, the experience shifts from something they just attended to something they were part of. That's not just about live polling or simulators. It's about designing an environment where engagement feels instinctive. When people are genuinely involved, the memory is deeper, the connection is stronger, and the brand stays with them long after they've left.

Q: Can immersive details really influence how guests perceive a brand?

Si Micheli: Completely. The smallest details carry more weight than people expect. Transport, lighting, installations, food and drink. When everything feels aligned, guests don't just experience an event. They experience the brand.

Q: What makes an event memorable long after it ends?

Andy Hackett: Some say you need a headline act or a showstopper moment. But if it's not done right, that can just feel like a concert and nothing else. What really works is when everything has come together so naturally that the event felt like it was made for the people in the room. Not something they attended, but something they were part of. When you get that right, guests don't just remember the event. They remember how it made them feel. And that connects them to the brand behind it. That's the real measure of success.