How Design Can Revamp the Traditional Event Space

Brands need to keep audiences and their precious time in mind

When we think about designing events, we mostly still think in visual terms about the physical layout. We think of the design as an architectural object—what it will look like, how it will be arranged, what we need to build—when in fact the most important dimension of our work is time. We gather thousands, and even hundreds of thousands, of people together for a few precious hours or days. That time connecting with one another is the most valuable thing that we produce.