Corporate event planners are constantly challenged with going above and beyond their last event, especially when it comes to creating more immersive environments designed to deepen attendee engagement and foster brand recognition. In this never-ending quest to generate a more profound “wow” factor at face-to-face events, planners can look to their staging and production partners to create innovative experiential activations and environments via the latest technology.

To get the inside scoop on what’s trending in creative technical production innovations for events, we consulted Ariane Coldiron, senior vice president of corporate events for PRG, who joined the entertainment and live events production solutions provider last September following a more than nine-year tenure with Freeman. 

Besides leading Freeman’s $205 Million agency business, which included managing a large portfolio of high-profile accounts such as Google, SalesForce, Microsoft, and HP as its senior vice president, brand experience, the dynamic industry veteran also worked for Jack Morton Worldwide, InVision Communications, and TBA Global Events.

Offering a range of technical production services, including lighting, audio, staging, LED, projection, engineering, and project management, PRG’s notable recent work in corporate events includes National Geographic’s New York Fashion Week event, Paramount Expedition Vegas, Art Basel x BMW, CES, and WSWA Access Live—to name a few.

Coldiron shares her insights on the latest staging and production trends showing up at the corporate events PRG works with throughout the world, as well as advice for how planners can work with their production partner to help them achieve their creative vision.  

In what capacities are you working with corporate event planners in your new SVP role at PRG?

When working with corporate event planners, we find it most beneficial to get involved earlier in their event’s lifecycle. As technical production experts and partners, our sweet spot is coming in after the location, timing, and purpose of the event has been determined, but before the client’s creative ideation (theme, messaging, design, storytelling) begins. Collaboration at the start of the planning process enhances creative solutioning and ensures we can work together to engineer the best outcomes.

We most often work directly with corporate event planners when there is not an agency involved. This is usually in a scenario where the client’s staff is managing the overall event and content, and they look to PRG to realize their vision for their keynote, breakouts, and ancillary events.

What are the top staging and production trends PRG is executing with the events you’re working with this year?

We’re seeing a lot of technology that was born out of the entertainment world, specifically concerts and television, being sought after in the corporate event space. These advancements can enhance the attendee experience. Planners looking to break out of the traditional general session stage are exploring what it’s like to surround the audience with elements like scenic, projection, LED, and sound.

For example, fashion companies, known for their ground-breaking events, have become early adopters of holograms on stage. Tech and healthcare companies are also picking up the trend. This is great for attendees; there’s a level of surprise and excitement that comes with having this futuristic, captivating element.

As hologram technology advances to be more accessible, corporate event planners are using it to bring speakers and executives to the stage who are based in other countries or unable to attend in-person. While holograms and projection mapping are different applications of immersion, there’s also been a steady interest in projection mapping to tell a brand story and enhance the venue’s architectural features.

Also gaining popularity is the use of scenic elements to boost immersion and, sometimes, to create entire experiential worlds within the event setting. These can be as simple as logo builds, which attendees use to stage their own Instagrammable moments and, in the process, become ambassadors for the event. Other elements—arches, cutouts, kiosks, and more—level up the production and allow planners to break out of the ballroom box.

Another trend we’ve noticed is the integration of musical acts to elevate corporate gatherings. In some cases, general sessions have been making the move from the ballroom to arenas to accommodate top talent. The production for this level of entertainment can require a crew that can handle a swift transition across all disciplines, such as PRG’s own concert-touring team.

Lastly, we’re observing a growing trend among corporate event planners seeking global support, as their events increasingly travel across different regions. This shift highlights the need for consistent, high-quality technical production and seamless coordination across multiple locations worldwide. 

Will you provide examples of some of these trends in action at recent corporate events you’ve worked on? 

Last month, PRG partnered with Flirt Communications to transform the Wintrust Arena in Chicago into a stunning general session at the annual Cardinal Health Retail Business Conference. Following the keynote, we swiftly transitioned the space into a concert for attendees with one of the most beloved and sought after singer-songwriters of all time: Sheryl Crow. This is a great example of corporate events merging with major entertainment acts to drive engagement and resonance.

Earlier this year during New York Fashion Week, holograms generated lots of buzz and press. National Geographic teamed up with Pop’N Creative and PRG to make its incredible debut with a majestic, immersive fashion show: Nat Geo Presents: ‘Fit for a Queen.’ The event commemorated the upcoming premiere of the female-led docuseries QUEENS on Nat Geo. 

Narrated by Angela Bassett, QUEENS features six worlds ruled by the most impressive female leaders in the animal kingdom. Likewise, the Fit for a Queen fashion show incorporated PRG’s holographic images of these amazing female animals alongside powerful women and gender non-conforming models to bring a new perspective to these intimate, dynamic narratives of queendom.

What should event planners keep in mind when considering implementing these trends at their events to achieve maximum audience impact?

The old adage is true: Preparation and lead time are key. It’s best for planners to collaborate with their partner to assess each idea and plan for execution well in advance of launch day. Taking site visits and capturing photos of the space help to properly conceptualize a plan.

Event planners should be also smart about their spend and purposeful with what they design to engage, surprise, or delight the audience. We find that ideation sessions are useful to ensure feasibility for creative ideas. Key considerations include: What are our audience demographics? What has been successful in the past? What are the advantages and limitations of our venue? What can we execute within our budget?

Lead photo: Stage at the 2024 Cardinal Health Retail Business conference. Photo courtesy of Flirt Communications and PRG.

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