Policy events are everywhere in Brussels, but not all of them make an impact. 

The ones that do? They go beyond the standard panel-and-networking format and become a real experience, something we call a stage show.

It’s important to produce an event that entertains, engages and leaves a lasting impression. It’s not just about having a stage; it’s about crafting an experience that keeps energy levels high and people truly involved.

We’ve broken down what makes a stage show work over on our blog (spoiler: it’s about the venue, programming, pacing, experience and AV), but what does this look like in practice?

Bringing Stage Shows to Life

Tech Frontiers for Policymakers

For their first flagship event, the Centre for Future Generations wanted to move beyond the usual conference setup and create something interactive.

Held in Brussels, this event brought together 130 policymakers, experts and researchers to explore the governance of emerging technologies. Instead of a static format, we helped design:

• Spaces for hands-on workshops where attendees interacted with AI, biotech and digital governance tools.
• Expert-led sessions that felt more like conversations than lectures.
• A seamless flow between discussions, networking and interactive experiences.

The result? A policy event that actually felt alive, where attendees weren’t just listening but engaging with the issues firsthand.

EU Health Summit 2025

Healthcare policy discussions can be complex, but that doesn’t mean they have to be dry. For the EU Health Summit, we worked with EFPIA and the EU Health Coalition to design an afternoon programme that kept the conversation moving while keeping the audience engaged.

Taking place at Sparks in Brussels, the event tackled major health challenges for 230+ attendees, from aging populations to digital health transformation. Our approach included:

• Shorter, sharper panels and presentations with high-profile speakers, representing the diversity of stakeholders in the ecosystem and the key themes the industry is addressing.
• High energy transition videos, curated music and lighting cues to keep the production entertaining and engaging for the audience throughout the afternoon.
• A well-paced, tightly rehearsed run-of-show to avoid energy dips and remove any dead time from the programme.

By focusing on the flow of the show, highlighting the speakers’ expertise throughout the programming and utilising smart audience engagement, we helped make sure the summit was informative as well as energising, all while keeping health policy at the top of the agenda.

Advertising Horizons: Fuelling Europe’s Digital Future

Digital advertising is evolving fast, and IAB Europe wanted its new flagship policy event to reflect that energy. Advertising Horizons was designed to showcase the future of the industry in an engaging, insightful and practical way.

Bringing together 150+ industry leaders and policymakers, we helped shape:

• A mix of expert panels, insightful and creative presentations from the industry, fast-paced lightning talks and real-world case studies.
• Thoughtful use of video content throughout the show, as well as a comprehensive AV structure to film key insights and extend the event’s impact beyond the room.
• A stage design and energising run-of-show that reflected the cutting-edge nature of the industry.

The result was a value-packed, one-day policy event that felt as forward-thinking as the industry it represented.

Rethinking Events in Brussels

Each of these events had a different focus, from emerging tech to health policy to digital advertising, but they all shared one thing: a commitment to moving beyond the standard conference setup and creating something that worked just a bit harder to create a far more sophisticated experience.

Brussels is full of events, but the ones that stand out are the ones that put on a real show.