Immersive events, hyper-personalisation, wearables, emotion sensing, AI and AR, were among the many areas explored by senior live events industry figures at the Access All Areas Leaders’ Summit.

Pophouse creative director Ryan Amstad, Wimbledon Championship operations director Michelle Dite, Identity head of strategy & innovation Malcolm Che and Visual Architects CEO Lefteris Angelidis discussed what new and emerging tech means for the evolution of live event production and attendee experience.

The session, chaired by FRUKT head of live Fran Martin, found the speakers exploring how technology enhances guest experiences, citing examples including Wimbledon’s virtual queuing and the immersive ABBA Voyage shows, where Pophouse is a founding investor. The discussion emphasised the balance between heritage and innovation, the importance of data in shaping events, and the use of technology to create personalised and engaging experiences that resonate with diverse audiences.

Summing up how he feels technological advances are benefitting the live events industry, Angelidis said, “We are building physical worlds but tech is enabling a second layer of storytelling and us to analyse engagement during the event. We are going to go from counting heads to counting hearts.”

Watch the full discussion here:

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