Rethinking event networking: Insights from experienced event organizers and events
Creating authentic and memorable networking experiences is the cornerstone of successful events. To understand how the industry is pushing boundaries, we gathered insights from several seasoned event organizers and events—each sharing their perspectives on designing engaging, immersive environments that foster genuine connections.
Chapter 1: Designing spaces that invite curiosity and connection
A common theme among expert organizers is the transformative power of environment. One veteran shared, “Transforming the venue into themed zones or discovery spaces encourages attendees to explore and interact naturally.” This approach takes inspiration from Shopify’s Summit 2025, where creatively themed areas like hidden speakeasies, basement hangouts, and interactive garages weren’t just décor—they sparked curiosity and organic conversations.
Similarly, at Cannes Lions, brands like LinkedIn, Spotify, and Pinterest reimagined networking as playful, content-rich encounters. LinkedIn’s interactive studio, powered by AI, allowed attendees to craft standout videos, while Spotify’s festival spaces with live performances and creative zones fostered organic bonding. Pinterest’s personalized style readings and gamified food experiences turned passive attendance into engaging, multi-sensory moments.
Example: Shopify’s Summit 2025 used themed spaces that encouraged discovery—from secret vaults to interactive lounges—creating environments that not only facilitated networking but also inspired memorable moments.
Picture reference - https://www.bizbash.com/production-strategy/experiential-marketing-activations-sponsorships/media-gallery/22943790/top-brand-activations-from-cannes-lions-2025
Chapter 2: Layering engagement into every aspect of the event
Effective networking doesn’t happen in isolated moments—it's woven into the entire event fabric. “We don’t just schedule networking sessions; every interaction should encourage connection,” explained a seasoned organizer. Shopify’s approach—integrating jam sessions, dance floors, and quiet corners—exemplifies this philosophy.
Major activations at Cannes Lions also proved that unstructured, informal environments promote genuine dialogue. Spotify’s eclectic spaces, with shaded seating areas and live music, allowed attendees to casually connect. Pinterest’s style stations and food zones, themed around trends and personalization, turned passive spectators into active participants.
Example: Shopify’s creative lounges, informal jam sessions, and social zones created seamless flows of interaction that helped attendees feel more comfortable and engaged.
Picture reference - https://www.bizbash.com/production-strategy/experiential-marketing-activations-sponsorships/media-gallery/22943790/top-brand-activations-from-cannes-lions-2025
Chapter 3: Balancing technology and authentic human interaction
Technology enhances networking but shouldn’t replace real connection. Many experts agree that digital tools—like matchmaking apps and interactive profiles—support engagement but cannot substitute genuine conversations. “Nothing beats a face-to-face chat,” said an organizer, “especially when spaces are designed for spontaneity—like Shopify’s basement Clubhouse or secret Vault—where organic interactions flourish.”
At Cannes Lions, brands like Meta and TikTok used interactive activations, AR filters, and multimedia experiences to support organic conversations, demonstrating that tech-driven engagement can complement but not replace authentic human moments.
Example: Shopify’s secret Vault activated spontaneous jam sessions and impromptu performances—spaces intentionally designed to foster authentic interactions beyond digital support.
Chapter 4: Creating inclusive and diverse engagement zones
Every attendee has unique preferences. “Some thrive in high-energy zones, others prefer calmer environments,” noted an organizer. Inspired by Shopify’s summit, many event planners now craft multiple themed zones—music lounges, creative workshops, casual chat areas—that cater to different social styles.
Pinterest’s personalized style stations, for example, offered a space for self-expression, while its gamified food experiences engaged multiple senses. These diverse zones turn passive attendees into active collaborators, enriching the overall experience.
Example: Shopify’s summit featured multiple engagement zones—ranging from quiet reflection areas to energetic social spaces—making sure everyone found a comfortable way to connect.
Chapter 5: Engaging sponsors and exhibitors meaningfully
Sponsors and exhibitors seek authentic connections that translate into trust and value. Experienced organizers suggest curated networking lounges or targeted meetups that facilitate genuine conversations. “When sponsors engage naturally, they build trust—not just leads,” emphasized a veteran.
Brands like Netflix and TikTok created exclusive VIP areas, themed around their content, which encouraged spontaneous interaction. An immersive environment invites sponsors to become part of the community rather than just transactional partners.
Example: Shopify's summit incorporated dedicated sponsor zones where curated interaction helped foster trust and long-term relationships.
Picture reference - https://www.bizbash.com/production-strategy/experiential-marketing-activations-sponsorships/media-gallery/22943790/top-brand-activations-from-cannes-lions-2025
Building a community in motion
Insights from experienced organizers confirm that the future of memorable networking relies on innovative design, creativity, and a human-centered approach. Shopify’s Summit 2025 serves as a compelling example, showcasing environments that spark curiosity, celebrate diversity, and nurture spontaneity.
As one organizer summarized, “It’s about blending creative spaces with authentic interactions—making every detail work toward building genuine relationships. When you do that, your event becomes more than a gathering; it transforms into a vibrant community in motion.”
Key insights for forward-thinking event organizers
Download our whitepaper to discover strategies for setting impactful goals, mastering audience engagement, and harnessing the latest technology to craft memorable experiences that inspire and forge meaningful connections.
