Tree-Fan Events focuses on using creative technology to make event spaces more immersive and inclusive. Courtesy of Anca Trifan

From 3D floor plans to audiovisual (AV) technology to artificial intelligence (AI)-powered event apps, new technologies have ushered in a new wave of creativity in event spaces — as meeting and conference planners capitalize on digital tools to push the envelope with interactive floor mapping, virtual reality (VR) integrations and immersive experiences.

“Planners are also always looking for ways to transform their event spaces, and technology allows that,” says Shanondoah Nicholson, marketing events manager with Landscape Management Network in Toronto, Canada.

In the last five years, the burgeoning presence of new technologies has prompted event planners to get more creative in order to adapt to an evolving industry — characterized by the incorporation of digital trends such as VR, AI, AV and mobile app technology into events.

According to Encore’s 2024 Outlook on Research and Insights Driving the Event Industry, some 93% of meeting planners intended to use immersive technology to engage attendees, so clearly the digital shift has caused them to push the envelope when it comes to event space design.

“I see a big trend in immersive experiences in social galas and events by using technology,” says Emilia Kim, manager, conferences and events, at Canada Health Infoway in Toronto. She cites interactive installations, which include experiences with tools such as touchscreens, motion sensors and other interactive elements that allow attendees to actively participate in the event and influence the experience.

“It’s about bringing people together in-person and welcoming technology into one space for a shared experience,” Kim says.

Anca Trifan, an event technology strategist based in Boise, ID, echoes this creativity in event spaces, noting that she “has embraced innovative technologies to transform typical venues into dynamic, engaging environments.”

“This evolution involves integrating digital and augmented realities, hybrid event formats, intelligent space-management tools and environments attuned to the emotional needs of participants,” says Trifan, CEO of Tree-Fan Events and host of the Events Demystified podcast. “These elements are crucial in redefining how spaces can be used to make events more immersive and inclusive.”

Trifan, who is also the Senior Manager of Strategic Partnerships, Event Technology & AI at Meetings & Incentives Worldwide, Inc., cites events such as the 2024 South by Southwest (SXSW) conference, where Meta’s Oculus Quest VR headsets were used to create 3D experiences, as an example of how technology can be used to play around with the event space to engage attendees.

VR Is Here to Stay

At the conference, which took place last spring, SXSW incorporated Meta’s Oculus Quest to provide attendees with interactive fitness and yoga breaks in the middle of the event space. Says Trifan: “These VR setups transport attendees to calming environments where they can engage in physical activities like yoga, or more dynamic workouts, providing a rejuvenating escape from the conference atmosphere.”

The trade show’s use of Meta’s VR is a testament to the fact that more and more planners are looking to the technology to boost their events, as it enables them to extend the constraints of the physical event space to create an immersive, 3D experience.

The 2024 Global Meetings and Events Forecast Report from American Express Global Business Travel — which surveyed more than 500 meeting and event professionals worldwide — corroborated this digital trend. It found that 41% of planners intended to incorporate virtual reality in their events this year.

VR and AR are starting to be used across the industry to provide immersive, interactive experiences for participants. According to some event planners, this includes AR-powered apps that can guide participants through the venue, provide information about speakers and engage them with interactive games or quizzes. AR can also be used to create amazing visual displays or stage setups, boosting the overall mood of the event and providing audiences with unforgettable experiences.

In some cases, VR/AR tech such as Social Tables has been used to create interactive floor plans. Concept 3D’s MapSpacer is another tool that enables planners to map out their event spaces and present 3D layouts. Kim notes that 3D floor plans have become increasingly popular among event planners, as they allow for better spatial planning and visualization of the event space.

Sometimes, these 3D floor plans are shared with the audience as an alternative to the simple floor plan offered in image format. “This technology enables planners to optimize the layout for traffic flow, seating arrangements and overall event design,” Kim says.

At the Canada Health Infoway industry conference, she adds, they use QR codes in augmented reality to further engage attendees. “We encourage our audience to scan a QR code on the floor to hear from the industry leaders who may not be available to physically attend the conference, or to save time from the plenary.”

A Multisensory Approach

AV technology has given event planners the ability to integrate a combination of elements, such as lighting, music and even various aromas, to tap into the senses of attendees and create a multisensory vibe. According to Encore’s research, meeting planners ranked LED lighting, scenic décor and upgraded audio and microphones as their top tools for creating engaging experiences.

At last year’s IMEX trade show in Las Vegas, NV, event professionals incorporated a mix of elements to engage the senses, including lighting, music and scents to create a sense of place for attendees.

According to Annette Moody, senior vice president of production at Encore, this speaks to the fact that it’s not always about mobile apps, VR or AI. “Even simple production additions can dramatically transform an event environment,” Moody says. “While some may think that an immersive or engaging event is something that requires only cutting-edge technology innovations, or only the biggest budgets, there is a wealth of creative possibilities available with the technology readily at our disposal.”

As another example, Nicholson cites Landscape Management Network’s annual user summit as a testament to how AV technology can be used creatively to customize the ambience of the event space.

This year’s summit, which was held in Orlando, FL, used a combination of lights and projection to create movements emanating from the company’s logo, which was suspended from the main stage. “It sets the tone for the rest of the event,” Nicholson says.

Trifan echoes the sentiment that the strategic use of color and dynamic lighting can profoundly impact the emotional atmosphere of an event. “Event planners are employing advanced lighting systems that can change the space’s mood to align with different segments of the event, such as energizing colors for networking sessions or calming hues for wellness areas,” she says. “These trends reflect a broader move toward creating more engaging, personalized and wellness-oriented experiences, leveraging technology to meet and exceed attendee expectations in innovative ways.”

Beyond using lighting to capture the ambience of the event, the summit also used lighted furniture to transform the space from the formal part of the event to the more casual reception. For Nicholson, this meant using the same space for multiple purposes. “It allowed us to reuse the space, instead of having to have a separate ballroom, which would have meant additional costs,” she says,

The Growing Prevalence of AI

While the simple use of AV tech continues to shine, we can’t overlook AI, which continues to span multiple industries and has been making a dent in the meeting and event space. The 2024 Global Meetings and Events Forecast Report echoed the growth of AI in the industry, noting that 52% of planners said that they intended to use AI in some capacity during the year.

There is a flurry of AI tools in the event planning space, such as PCMA’s Spark, which helps with various event planning tasks. Trifan suggests that event planners should “embrace experimentation” by exploring all of the options.

“AI in event planning offers a playground for experimentation,” she says. “Test various tools to see what works best for your needs. This could involve different technologies for attendee engagement or even layout planning.”

Tree-Fan Events launched an AI chatbot that simplifies the AV process for planners. “We are training this resource to deliver even more comprehensive AV support, aiming to further optimize our workflow and enhance the quality of the event experience we deliver,” says Trifan. “This AI tool has already proven indispensable for refining event themes and logistics.”

Kim points to a resurgence of AI-powered sensors and devices that can create smart event spaces that “can adapt to the needs of attendees in real-time.” For example, she mentions smart lighting and temperature control systems that can adjust themselves based on the number of people in a room, creating a more comfortable environment.

Opportunities abound for event planners to get creative in terms of how they incorporate technology into their event spaces. For Kim, this starts with having a clear understanding of your event goals and audience needs. From there, you’ll likely want to “explore tech solutions that align with these objectives, such as AR for interactive experiences or AI for personalized recommendations,” she says. “Planners may also consider the scalability and ease of implementation of the tech to ensure a seamless event experience.”

When it comes to using tech creatively in spaces, Nicholson advises planners to look beyond the industry for inspiration on how to use it to bring their event spaces to the next level.

“Many restaurants and some delivery services are using small robots,” she says. “Can you incorporate that into your attendee experience to help move people through your event?”

With advancements in technology, tech tools are becoming more accessible and affordable, even for those events with smaller budgets — and they certainly increase engagement and add a “wow” factor to any event space.  C&IT