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Your talk began with almost no explanation. Why?
Because I knew it would annoy people! No, I'm joking, I wanted guests to come with no expectations, just complete curiosity.
We're so used to knowing everything before something begins. We read the agenda, watch the trailer, even analyse the menu before we arrive, which means there are very few surprises left.
I wanted to ask a simple question. What happens if you walk into a room without knowing what's about to unfold?
That tiny moment of uncertainty changes how you pay attention. You're listening differently, you're noticing more and you're present. That's the feeling I wanted people to experience first.
You talk a lot about curiosity. Do you think we've lost it?
Not completely, but I think we've stopped designing for it.
So much of the industry has become focused on creating something that photographs well or generates content, rather than creating something people genuinely feel in the room.
The irony is that the moments people remember most are often the ones they couldn't have predicted. They're usually quieter than the headline moment, it's a pause or a shift in the light or a scent that resonates. We like to lean into the expected and remind our guests of what it's like to be curious. We find the result of this is a brand event that is unforgettable.
Where do you think your fascination with wonder comes from?
I mostly blame my mum! I grew up in a house full of storytelling and a deep love for the theatre.
My mum was a choreographer who thought about emotion through movement. My dad was a scientist with an incredibly creative mind who genuinely believed almost anything was possible. Make believe wasn't something we grew out of.
And I was obsessed with stories like Mary Poppins and Charlie and the Chocolate Factory, worlds where the unexpected could happen at any moment.
One of my favourite parts of my job is to present my fascination of wonder to my guests. A reminder to stop and take in the magic, to be reminded of the importance of make believe and childlike wonder.
How does that influence the way you design events?
I'm constantly thinking about what people might notice when they're not being told where to look. I truly believe that a well-designed event is one that flows perfectly, where the guest barely realises that they are being moved on. We focus a lot on the programming of each event, making it feel more like choreography than a running order.
I also love hiding easter eggs for only the curious to find. In a recent event with jewellery brand JOMA, it was a hidden fairy door that only a few guests discovered. In our launch with Tropic Skincare, it was a curated menu that perfectly matched product we were promoting.
Giving guests the opportunity to make their own discoveries is often where the emotional connection happens and the event goes from ordinary to unforgettable.
How can brands create curiosity and wonder with a modest budget?
I always say that some of the most memorable experiences I've worked on weren't memorable because they were expensive, they were memorable because they made people feel seen, surprised or emotionally connected.
I think we’ve underestimated the value of those smaller, sensory, harder-to-capture moments. The ones that feel like a gift. A piece of magic in an otherwise predictable, always-on, results-driven world.
In this economy, where budgets are tighter and the cost of living is sky rocketing, we understand that most brands can no longer spend hundreds of thousands on events. But even on a modest budget, you can still create wonder. It could be a personalised invite in the post, on beautifully designed card or providing guests with their favourite beverage (because you got them to fill out a questionnaire as part of the RSVP). It can be designing a treasure hunt around your store or inviting your top 20 customers to an intimate supper club as a thank you for their loyalty.
Wonder doesn't mean expensive. It means building genuine connection with your customer which will set you apart from the rest.
We want to curate your next event.
Let's create something meaningful together.
In a world that's constantly asking for certainty, there's real value in creating experiences that invite people into the unknown. Get in touch to discuss your project and how we can sprinkle in some unforgettable wonder.
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