Building Event Experiences That Last: Creative Director Low Kee Hong on the Art of Connection
In today’s attention economy, audiences are flooded with conferences, brand activations and corporate gatherings, making attention harder than ever to capture. Simply booking a venue and filling a schedule no longer guarantees success – engagement and emotional impact are now the true measures of event effectiveness.
Low Kee Hong, Creative Director at Factory International, the organisation that programmes and operates Aviva Studios in Manchester, explains that the events most likely to leave a mark are those that prioritise human connection over spectacle. “Everything we do isn’t about a one-off interaction,” he says. “It’s about long-term connection.”
From audiences to participants
Static formats are giving way to experiences that invite participation, surprise and shared moments. Even small creative shifts – changes in pacing, environment or tone – can dramatically improve engagement. The goal is not scale, but intention.
Knowing the audience beyond the data
Planners who rely solely on metrics risk missing the emotional drivers of attendance. “It’s not enough to look at numbers,” Kee Hong explains. “You have to understand people’s anxieties, desires, what gives them joy, and what frustrates them.”
Events that feel human, relevant and authentic cut through the noise. “Audiences can smell anything fake from a mile away,” Kee Hong adds. Authenticity is no longer a creative preference; it’s a commercial necessity.
Connection over conversion
An overly transactional approach can undermine impact. “Don’t think of an event as a transaction,” Kee Hong says. “Think of it as a conversation that lasts.”
This is increasingly reflected in agendas that encourage dialogue, peer-to-peer interaction, and moments of reflection, rather than one-way messaging.
Venue choice in the attention economy
As experience becomes central, venue choice plays a bigger strategic role. Spaces with identity, flexibility and cultural relevance can deepen engagement and help brands align with values such as creativity, community and innovation.
“When brands choose spaces rooted in culture and creativity, they tap into a deeper narrative,” Kee Hong explains. The venue becomes part of the story, not just the setting.
The takeaway for corporate planners
In the attention economy, events that stand out do so because they resonate emotionally. By focusing on connection, understanding audiences at a deeper level, and choosing venues that support storytelling, planners can create experiences that last long beyond the closing session.
Attention isn’t just a resource—it’s the new currency. Those who design events to earn it thoughtfully will shape the next era of corporate engagement.