In a post-pandemic world, the events industry has evolved dramatically, blending innovation with sustainability and accessibility. From immersive virtual experiences to the growing importance of green practices, the field is now pushing creative boundaries while engaging global audiences in new and exciting ways. Our Event Lead Benjamin Schweitzer will explain how event design has transformed and what lies ahead for the future.
Krzysztof Klimek: You joined Admind at the end of 2022, coming from a smaller design studio. How would you compare these two experiences, and did anything particularly surprise you in Admind’s approach to project management?
Benjamin Schweitzer: Joining Admind at the end of 2022 after working at a smaller design studio was like stepping into a whole new world. I was used to a more hands-on, flexible approach where projects often required multi-tasking and quick pivots. At Admind, however, things were different. The project management style here is more structured, more strategic, like a well-oiled machine. There’s a clear emphasis on detailed planning and collaboration across teams to ensure that each project is closely aligned with the client’s brand and objectives – it’s a symphony. And this approach allows for a more comprehensive and scalable workflow, which was a breath of fresh air.
What really blew me away was Admind’s dedication to fostering a truly collaborative environment and leveraging diverse expertise to craft something remarkable every time. Embracing change captures our imagination and pushes us to rethink how we approach both work and life. I aim to be in a place where every idea, no matter how wild or unexpected, is given a chance to shine, and I am incredibly grateful to be part of such a talented group.
When a client asks for our support, it’s inspiring to see the entire team rally, brainstorm and build something special.
Krzysztof Klimek: Along with your experience in project and team management, you’ve spent many years teaching at the university. How has learning in design school evolved over the past decade or so? Are current students more informed about what branding entails?
Benjamin Schweitzer: Having spent several years teaching at university, in addition to my project management experience, I’ve seen first-hand how design education has evolved over the past decade. It’s been a wild ride watching this shift from traditional teaching to a more hands-on, street-smart approach. Today’s students aren’t just wide-eyed dreamers; they come armed with knowledge from online resources and the never-ending scroll of social media. They now enter the classroom with a deeper understanding that branding is about more than logos and colour palettes; it’s about crafting a narrative that makes you feel something, a story you want to be a part of. This awareness gives them a hunger to push boundaries and think strategically, and that kind of energy in the classroom is electrifying.
Krzysztof Klimek: In your opinion, what is the biggest challenge in the role of a Design Lead?
Benjamin Schweitzer: One of the biggest challenges of being a design leader is balancing creative vision with real-world constraints. It’s a constant dance, leading the team towards innovative design solutions while taking into account client requirements, timelines and budget constraints. You need to be the one who keeps the creative fire burning, but you also need to know when to rein it in. In addition, fostering a collaborative environment where each team member feels heard and valued can be challenging, especially when juggling multiple projects with tight deadlines. It’s about finding the right balance between pushing creative boundaries and delivering results that meet both client expectations and business objectives. Keeping the team motivated, aligned and adaptable to change is a constant but rewarding challenge.
Krzysztof Klimek: How do you think the event design field has changed since the pandemic?
Benjamin Schweitzer: The events industry has undergone a significant transformation since the onset of the pandemic, embracing innovation and redefining the ways in which people connect. The metaverse has emerged as a powerful tool, facilitating the creation of vibrant hubs of creativity where attendees can actively engage, compete and collaborate in virtual settings. This shift is evident in both educational settings and industry practices, which demonstrate the dynamic and innovative nature of the field. Trade shows and events are now incorporating cutting-edge technologies such as virtual and augmented reality, immersive experiences, and digital marketing strategies. The concept of shared virtual environments has transformed event design, enabling attendees to interact and connect in captivating digital spaces that transcend physical boundaries. This approach removes geographical limitations, enabling events to reach a global audience and facilitating participation from people worldwide. Event organisers can create distinctive, immersive environments with interactive elements, impressive virtual sets and cutting-edge lighting and sound displays, pushing the boundaries of creativity and imagination.
Sustainability and accessibility have also become key concerns, leading to a shift towards green event practices that challenge traditional norms. Organisers are now more committed to reducing their carbon footprint by opting for reusable and recyclable materials, modular designs and digital alternatives to printed materials. This not only minimises waste, but also promotes a more sustainable approach to event production. Virtual events have further emphasised the importance of inclusivity, incorporating features such as closed captioning and sign language interpretation to ensure accessibility for all attendees.
The goal is to create experiences that resonate deeply with attendees and evoke a sense of surprise, excitement and nostalgia. As the events industry continues to innovate and adapt, its future looks bright and full of opportunities to engage audiences in new and compelling ways.
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