How do you translate an event concept into an experience?

For the ABN AMRO Open 2026, AVEX once again provided audiovisual support and content creation for the business programmes and Insights Live.

A great confirmation of a long-standing collaboration, but also the perfect opportunity to show where the real difference is made.

Because a strong event often starts with a good idea.
A concept that works, a programme that is in place.

But somewhere between that first idea and the moment the first guest walks in, lies the difference between a good event and a strong experience.

The event is ready. The technology works.
And yet something is missing.

Recognisable?

The real challenge is not coming up with a good concept, but bringing it to life.

From last year’s event to a new concept

What many people do not see is that a new event often starts as soon as the previous one has ended.

Immediately after the ABN AMRO Open 2025, we started preparing for 2026 together. Ideas are evaluated, refined and developed into a new concept.

This is where the difference is already made.
Instead of waiting until everything comes together on location, the concept is visualised early in the process.

Think of 3D designs in which the stage, lighting and complete setting are already visible and tangible.

It may seem like an extra step, but it changes everything.

• An abstract idea becomes concrete.
• Decisions are made faster and better.
• And everyone works from the same final image.

For you as an organiser, this means peace of mind.
Fewer surprises and more control over the end result.

From visual to reality

The strength lies in translating design into realisation.

What is conceived in 3D beforehand comes to life in the space during the event. From the LED setups and lighting lines to the positioning of the stage and the overall atmosphere.

It is precisely this consistency between visual and reality that ensures an event is not only well designed, but also experienced exactly as intended.

When technology becomes part of the experience

An event only becomes truly strong when you no longer experience the technology as technology. During the event itself, nothing stood out. And that is exactly the intention.

The sound was clear and comfortable everywhere.
The lighting supported the atmosphere without overpowering it.
The visuals attracted attention without distracting from the experience.

Everything worked together rather than alongside each other.

That is where the difference is made. Not in individual elements, but in how well they reinforce each other.

Photo credits: Hannie Verhoeven

Building one story together

What many events lack is cohesion.
Content is often developed separately from technology, while that is precisely where the strength lies.

For the Insights Live programme, all parties involved therefore worked together from the very beginning. Not one after another, but together.

The result is one clear visual identity that is reflected throughout. From opening visuals to background visuals.

For your audience, it does not feel like beautiful design, but like an event that simply works.

What it ultimately comes down to

When you look back, the difference lies in the choices you make earlier.

• How early you start working together
• How concrete you make your ideas
• And how well everything ultimately comes together

That is where you create not just a well-organised event, but an experience that stays with people.