How IMEX Delivers Success by Design

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Some MICE professionals may think of design as simply decoration or superficial extras. But IMEX takes a decidedly broader, more consequential perspective with “Design Matters,” a talking point that will drive discussions for the next several years and inform much of the education and content at this year’s IMEX America.

The theme is explored in depth in the Why Design Matters: The Invisible Force Shaping Connection, Brand and Impact, a 26-page IMEX report that was published in the spring. Its overarching message: design has become one of the most underleveraged forces in the global events industry.

That’s a powerful premise for planners, and it’s backed up by extensive research. The report, for example, cites a five-year McKinsey study of 300 publicly listed companies that found that top-quartile design performers outpaced their industry peers by 32 percentage points in revenue growth and 56 percentage points in total shareholder returns.

The lesson, according to the report, is that design drives commercial strength. Today’s world of sameness, digital saturation and rising expectations has upped the ante, and thoughtful design can have a positive effect on human experience, brand perception and long-term impact.

Effective Design for People and Programs

At IMEX America, the organization’s focus on design is reflected in five new education tracks, each of which provide insight into topics that include creating brand differentiation, delivering design-forward, client- and participant-pleasing experiences and forging a clear identity in a crowded global marketplace.

Among the speakers is Christina Hug, founder of BoardingPass, an event design company that aims to create lasting connections among groups. Among her goals: to maximize the ability of smart design decisions to foster a sense of community and belonging.

“Belonging is not something you hope for, it’s something you design for and continually protect,” Hug said.

Her session, “The Belonging Triangle: A Framework for Better Gatherings,” provides a forum for sharing her experience with the Belonging Triangle, a framework based on more than 15 years of experience in strategy and design.

Her approach also includes a diagnostic built on three questions that guests may ask: whether they know how to be present in the environment, whether they understand how to contribute and whether the experience gives them a reason to return.

“The details of how we gather shape everything that follows,” Hug explained. “Most communities invest heavily in one or two of the three aspects of the framework and unintentionally neglect the third, and it tends to break at the weakest point.”

The approach also starts with a baseline of psychological safety, “where people can show up without needing to protect themselves or perform,” she said, and examines how welcoming, expectations, participation and follow-through can affect the attendee experience.

During the session, attendees can learn from examples from both in-person and virtual settings, including a 250-person monthly CreativeMornings event and a four-day Community Council retreat at a chateau in Normandy. Hug says that attendees will benefit from a self-assessment, which they can use to benchmark their own gatherings.

Hug’s focus aligns closely with IMEX’s broader focus on the increasingly greater value of human interaction at live events, when compared to virtual connections. The Why Design Matters report cites Freeman research, which found that 89 percent of Gen Z professionals consider relationships formed at in-person events critical to their professional confidence, while 86 percent want employers to spend more on live experiences.

Beyond Aesthetics

The Design Matters talking point encourages planners to rethink the concept of event formatting on multiple levels. The report notes, for example, that traditional MICE elements like keynotes, panels and structured networking may not resonate with younger professionals, who increasingly prefer multidimensional experiences built around shared passions and interests rather than job titles or industry sector.

Planners must still be strategic when determining experiential design, according to behavioral engagement expert Ben Moorsom, founder of Debut Group, a behavioral experience agency. “We have a responsibility as designers and planners and curators of human experiences to find both balance and resonance,” he said in the report. “More stimulation isn’t more value, or more retention.”

IMEX has already applied the philosophy of strategic design to its own show. The Hosted Buyer Lounge, for example, has increased its footprint by 23 percent this year, allowing the IMEX team to increase their focus on creating distinct environments for meeting, working, relaxing and recharging. New features include a wellness zone — developed with partner Hello! DMC — that incorporates calming elements of the Resilience Room.

Learn more about IMEX America here.