What turns a single event into a lasting brand memory? It starts with story.

This session explores how leading creatives use narrative, emotion and brand purpose to build live experiences that connect on a deeper level.
We’ll examine how to develop story-led concepts, map emotional journeys and bring narratives to life through spatial design, content and staging.

From light-touch theming to fully immersive worlds, the session reveals how to balance bold ideas with brand clarity and audience relevance.

You’ll gain insight into how creative and production teams align around a central story, protect it through the process and use it to guide everything from ideation to execution.