Event Design Collective PODcasts

What happens when event design, AI, and strategic ambiguity collide? Episode 222 of Season 6 of the DESIGN to CHANGE Podcast explores exactly that question. In this conversation, host Ruud Janssen sits down with Dr. Barış Onay, a London-based strategist operating at the intersection of events, data, and digital transformation. What begins as a shared curiosity about AI’s role in event design quickly unfolds into a wide-ranging dialogue on leadership, incentives, and the often-underestimated cultural footprint of events. With more than two decades of experience, Barış traces his journey from architecture and urban planning into the global events industry—bringing with him a systems-oriented mindset and a deep comfort with ambiguity. He reflects on the evolution from improvised CRMs and spreadsheets to today’s sophisticated platforms, while making a clear point: technology only creates value when it is anchored in intended outcomes and behavior change. Tools follow strategy, not the other way around. The episode also dives into one of the most pressing challenges for event leaders today: understanding audiences well enough to design meaningful incentives. From B2B trade shows to complex, mission-driven and politically influenced events, Barış shares candid insights on decision-making under uncertainty and the role of the event leader as an orchestrator of diverse expertise. A highlight of the conversation is the discussion around Barış’ Event Strategy Bot—an AI-powered tool capable of analyzing an event’s strategic positioning and cultural relevance in minutes, simply by using publicly available information. For Ruud, this raises a compelling question: what if event owners, designers, exhibitors, and even investors could see the strategic quality of an event before committing resources? This episode is less about futuristic hype and more about practical foresight. It challenges event professionals to rethink how strategy, culture, data, and design come together—and why clarity of intent remains the most powerful design tool we have. 🎧 Listen to Episode 222 to explore how AI can support better conversations, better decisions, and ultimately, better events.

What happens when event design, AI, and strategic ambiguity collide? Episode 222 of Season 6 of the DESIGN to CHANGE Podcast explores exactly that question. In this conversation, host Ruud Janssen sits down with Dr. Barış Onay, a London-based strategist operating at the intersection of events, data, and digital transformation. What begins as a shared curiosity about AI’s role in event design quickly unfolds into a wide-ranging dialogue on leadership, incentives, and the often-underestimated cultural footprint of events. With more than two decades of experience, Barış traces his journey from architecture and urban planning into the global events industry—bringing with him a systems-oriented mindset and a deep comfort with ambiguity. He reflects on the evolution from improvised CRMs and spreadsheets to today’s sophisticated platforms, while making a clear point: technology only creates value when it is anchored in intended outcomes and behavior change. Tools follow strategy, not the other way around. The episode also dives into one of the most pressing challenges for event leaders today: understanding audiences well enough to design meaningful incentives. From B2B trade shows to complex, mission-driven and politically influenced events, Barış shares candid insights on decision-making under uncertainty and the role of the event leader as an orchestrator of diverse expertise. A highlight of the conversation is the discussion around Barış’ Event Strategy Bot—an AI-powered tool capable of analyzing an event’s strategic positioning and cultural relevance in minutes, simply by using publicly available information. For Ruud, this raises a compelling question: what if event owners, designers, exhibitors, and even investors could see the strategic quality of an event before committing resources? This episode is less about futuristic hype and more about practical foresight. It challenges event professionals to rethink how strategy, culture, data, and design come together—and why clarity of intent remains the most powerful design tool we have. 🎧 Listen to Episode 222 to explore how AI can support better conversations, better decisions, and ultimately, better events.

In this episode of the Design to Change podcast, Ruud welcomed back Julius Solaris 4 years on to discuss his work as an event consultant and creator, focusing on his contributions to the Event Design Handbook and his approach to documenting events. They explored the challenges and opportunities in the events industry, including the need for intentional change, adaptation to technological advancements, and the importance of authentic storytelling and ROI measurement. The conversation concluded with discussions about professional certifications, future collaboration opportunities, and the value of trusted advisors in the events industry.

Key Ideas + Idea Cloud + Summary courtesy of Snapsight - www.snapsight.com/live-channel/29a…ee?tab=takeaways In this engaging episode of the #DESIGNtoCHANGE podcast, Ruud Janssen conversed with XAV, a curator, experience designer, and artist mentor, about the transformative power of intentional design in events and exhibitions. XAV shared their unique approach to blending art, technology, and well-being, emphasizing the importance of crafting experiences that expand minds and spark inner shifts. The Hairitage Exhibition in Barcelona was a focal point, described as a micro laboratory of identity that used participatory installations, such as hair sample collection, to explore themes of belonging and inclusion. Sustainability considerations, including the ethical treatment of biological samples, emerged as areas for reflection and future improvement. 

 The Event Design Collective's Event Culture Analyzer tool was highlighted as a groundbreaking method to metrify intangible aspects of events. XAV's analysis of the Hairitage Exhibition revealed insights into inclusion, sustainability, and ethical considerations, while the Hairitage Magazine served as a cultural artifact extending the exhibition's impact beyond the gallery. The exhibition's high score on the Risk and Courage Index underscored its bold exploration of identity and inclusion, resonating deeply with personas such as students and next-gen creatives. 

XAV also discussed their work with the Artist Ally project, which prioritizes nurturing existing networks over expansion, and their involvement in the Gastronomy Summit, organized by the International Institute of Gastronomy, Arts, and Tourism. This summit celebrated heritage and drove policy change, aligning with XAV's commitment to fostering meaningful connections and driving transformation. The conversation concluded with reflections on the importance of courage, depth, and intentionality in creating impactful experiences, leaving listeners inspired to look and act beyond the now.

Key Ideas + Idea Cloud + Summary courtesy of Snapsight - www.snapsight.com/live-channel/29a…ee?tab=takeaways In this engaging episode of the #DESIGNtoCHANGE podcast, Ruud Janssen conversed with XAV, a curator, experience designer, and artist mentor, about the transformative power of intentional design in events and exhibitions. XAV shared their unique approach to blending art, technology, and well-being, emphasizing the importance of crafting experiences that expand minds and spark inner shifts. The Hairitage Exhibition in Barcelona was a focal point, described as a micro laboratory of identity that used participatory installations, such as hair sample collection, to explore themes of belonging and inclusion. Sustainability considerations, including the ethical treatment of biological samples, emerged as areas for reflection and future improvement. 

 The Event Design Collective's Event Culture Analyzer tool was highlighted as a groundbreaking method to metrify intangible aspects of events. XAV's analysis of the Hairitage Exhibition revealed insights into inclusion, sustainability, and ethical considerations, while the Hairitage Magazine served as a cultural artifact extending the exhibition's impact beyond the gallery. The exhibition's high score on the Risk and Courage Index underscored its bold exploration of identity and inclusion, resonating deeply with personas such as students and next-gen creatives. 

XAV also discussed their work with the Artist Ally project, which prioritizes nurturing existing networks over expansion, and their involvement in the Gastronomy Summit, organized by the International Institute of Gastronomy, Arts, and Tourism. This summit celebrated heritage and drove policy change, aligning with XAV's commitment to fostering meaningful connections and driving transformation. The conversation concluded with reflections on the importance of courage, depth, and intentionality in creating impactful experiences, leaving listeners inspired to look and act beyond the now.

Patti Spaniola + Bryan Best #DESIGNtoCHANGE Year+1 with Ruud Janssen

In the #DESIGNtoCHANGE podcast hosted by Ruud Janssen, Drew Holmgreen, CEO of PPAI, shared his journey from Chief Experience Officer at MPI to leading the 120-year-old association representing the branded merchandise industry. Drew reflected on his transition, emphasizing the importance of impactful conversations in driving change and fostering creativity within the industry. Drew recounted his first days at PPAI, including the PPAI Expo at Mandalay Bay, a flagship event with 16,000 attendees and net promoter scores of 60 for suppliers and 63 for distributors. The Expo serves as a vital connection point for the association's 15,000 member companies, showcasing innovative branded merchandise and fostering collaboration among suppliers, distributors, and business service providers. Drawing on his MPI experience, Drew shared lessons from hosting the WEC event during COVID-19, which successfully blended in-person and virtual elements. He highlighted the importance of balancing financial sustainability with delivering exceptional experiences, a principle he applies at PPAI. The discussion explored branded merchandise's role as a marketing channel, with Drew advocating for its inclusion in campaigns to create lasting emotional connections. He cited examples like Stella Artois' innovative merchandise and Promenade's sustainability efforts, emphasizing the industry's creativity. Branded merch, he noted, offers high ROI and longevity, with items like T-shirts having an average lifespan of seven years. Drew addressed challenges facing the industry, including tariffs, inflation, and supply chain disruptions, which impact costs and sourcing. He highlighted PPAI's advocacy efforts and the launch of a new learning management system to support members. The association is also exploring AI's potential to enhance efficiency and innovation. Looking ahead, Drew outlined his vision for PPAI, focusing on fostering a positive staff culture, enhancing member engagement, and repositioning branded merchandise as a vital marketing tool. He emphasized the importance of collaboration with organizations like MPI, AMA, and international associations to unify messaging and drive industry growth. The session concluded with Drew's optimism for the future, highlighting the importance of creativity, resilience, and strategic planning in navigating challenges and advancing the branded merchandise industry. Check out the full article and @SnapSight analysis here: https://www.linkedin.com/pulse/drew-holmgreen-ppai-designtochange-podcast-year-beode/?trackingId=m%2BGUCZONzL7FtWrqQCfSBg%3D%3D

In this episode of the #DESIGNtoCHANGE podcast, Ruud Janssen and Fred Schindler reflected on the inaugural IEEE Clean Tech and Climate Change conference, held in Glasgow in October, which attracted 200 attendees from IEEE’s global membership of over half a million. Fred, the event owner, shared insights into organizing this cross-disciplinary event, designed to embody IEEE’s motto, “Advancing technology for humanity,” by fostering collaboration across technical communities and breaking silos. The opening reception at Glasgow City Chambers featured Bailey Annette Christie reading a poem that emphasized the importance of the next generation, a theme that resonated deeply with Fred, who symbolically referenced his grandson in the closing remarks. The conference’s structure included two days of sessions, panels, and pitch competitions, with the ideation and startup tracks emerging as highlights. Judges faced a tough decision in the startup track, naming two runners-up alongside the winner, showcasing innovative solutions that energized participants. A notable panel on aviation sustainability sparked discussions about clean energy in air travel, while the overlapping EGRID conference in Glasgow presented logistical challenges and collaboration opportunities. Fred acknowledged the difficulties of hybrid event formats, citing technical issues with a remote speaker as a lesson learned. He credited David Stankiewicz and Crystal Edwards for their pivotal roles in program development and event logistics. The discussion emphasized the importance of aligning event destinations with themes, such as Glasgow’s sustainability mission and COP26 legacy, and looked ahead to COP30 in Belem, Brazil. Fred concluded by reflecting on the need for IEEE to enhance its relevance and influence in advancing technology for the benefit of humanity and future generations, underscoring the urgency of addressing global challenges through innovation and collaboration.

On October 24, 2025, Ruud Janssen hosted Julie Wynne, a partner at MLL legal firm in Geneva, on the #DESIGNtoCHANGE podcast. Recorded at the Novartis Pavilion in Basel, the session explored the transformative power of conversations and the intersection of law, design thinking, and impactful change. Julie shared her journey from hospitality to becoming a leading legal expert in international estate planning, art law, and sustainable economy. As head of MLL’s Sustainable Economy Industry Group, Julie emphasized embedding purpose and impact into organizational DNA through constitutional documents, policies, and contracts, advocating for a holistic approach to governance. The Event Canvas methodology was highlighted as a tool for designing events that drive change and innovation. Julie discussed how organizations can integrate sustainability and ESG compliance into events, addressing waste reduction, travel emissions, and community engagement. She introduced the concept of nature’s role in decision-making, citing the Unbounding Nature initiative, which explores nature as inspiration, advisor, director, and shareholder. Julie also highlighted the importance of avoiding greenwashing, referencing the EU Green Claims Directive and the Chancery Lane Project’s model climate clauses. Julie shared her experiences as a change-maker, working with international charities, mission-driven businesses, and NGOs. She recounted her involvement in the Global Alliance for Impact Lawyers, including its recent summit in Mexico, which focused on benefit corporation laws and fostering collaboration between stakeholders from the Global South and North. She also discussed the Projecto Contratos Justos na Amazonia, which promotes fair contracting practices to protect vulnerable parties, such as indigenous communities, in negotiations. The conversation explored the evolving role of lawyers in designing impactful solutions, with Julie advocating for early collaboration between event designers and legal advisors to align with regulations and values. She emphasized the importance of convening diverse stakeholders to foster innovation and meaningful exchanges, citing examples like Nexus network vegan conferences and community-led projects that promote sustainability and social impact. The session concluded with a preview of an upcoming breakfast event hosted by MLL in Geneva on November 13, 2025 where Julie and Ruud will explore event design and its role in driving change and impact. This engaging conversation underscored the importance of collaboration, creativity, and purpose in shaping the future of organizations, events, and society. View the (multilingual) Summary, Key Takaways and IDEA Cloud courtesy of Snapsight: https://www.snapsight.com/live-channel/cd885ce6-43d6-46b2-b470-6007741eddec/e1be71ca-a1cb-4f34-8ecd-1d9e0efd487e/attendee?tab=takeaways Here some additional links to points that Julie mentioned: -       Chancery Lane Project https://chancerylaneproject.org/ -       Global Alliance of Impact Lawyers (GAIL) https://gailnet.org/ -       Bates Wells, https://bateswells.co.uk/ -       Steward-ownership https://purpose-economy.org/en/ -       Purposely, free tool to put purpose at the heart of a business https://www.purposely.org.uk/ -       Legislation Movement of Collective Interest and Benefit Organizations in Latin America (2020) https://www.somoskeidos.com/en/resources/#unlock -       Purpose-driven companies and the regulation of the Fourth Sector in Latin America https://www.undp.org/latin-america/publications/purpose-driven-companies-and-regulation-fourth-sector-latin-america -       The Welcome Conference https://www.thewelcomeconference.com/

On October 24, 2025, Ruud Janssen hosted Julie Wynne, a partner at MLL legal firm in Geneva, on the #DESIGNtoCHANGE podcast. Recorded at the Novartis Pavilion in Basel, the session explored the transformative power of conversations and the intersection of law, design thinking, and impactful change. Julie shared her journey from hospitality to becoming a leading legal expert in international estate planning, art law, and sustainable economy. As head of MLL’s Sustainable Economy Industry Group, Julie emphasized embedding purpose and impact into organizational DNA through constitutional documents, policies, and contracts, advocating for a holistic approach to governance. The Event Canvas methodology was highlighted as a tool for designing events that drive change and innovation. Julie discussed how organizations can integrate sustainability and ESG compliance into events, addressing waste reduction, travel emissions, and community engagement. She introduced the concept of nature’s role in decision-making, citing the Unbounding Nature initiative, which explores nature as inspiration, advisor, director, and shareholder. Julie also highlighted the importance of avoiding greenwashing, referencing the EU Green Claims Directive and the Chancery Lane Project’s model climate clauses. Julie shared her experiences as a change-maker, working with international charities, mission-driven businesses, and NGOs. She recounted her involvement in the Global Alliance for Impact Lawyers, including its recent summit in Mexico, which focused on benefit corporation laws and fostering collaboration between stakeholders from the Global South and North. She also discussed the Projecto Contratos Justos na Amazonia, which promotes fair contracting practices to protect vulnerable parties, such as indigenous communities, in negotiations. The conversation explored the evolving role of lawyers in designing impactful solutions, with Julie advocating for early collaboration between event designers and legal advisors to align with regulations and values. She emphasized the importance of convening diverse stakeholders to foster innovation and meaningful exchanges, citing examples like Nexus network vegan conferences and community-led projects that promote sustainability and social impact. The session concluded with a preview of an upcoming breakfast event hosted by MLL in Geneva on November 13, 2025 where Julie and Ruud will explore event design and its role in driving change and impact. This engaging conversation underscored the importance of collaboration, creativity, and purpose in shaping the future of organizations, events, and society. View the (multilingual) Summary, Key Takaways and IDEA Cloud courtesy of Snapsight: https://www.snapsight.com/live-channel/cd885ce6-43d6-46b2-b470-6007741eddec/e1be71ca-a1cb-4f34-8ecd-1d9e0efd487e/attendee?tab=takeaways Here some additional links to points that Julie mentioned: -       Chancery Lane Project https://chancerylaneproject.org/ -       Global Alliance of Impact Lawyers (GAIL) https://gailnet.org/ -       Bates Wells, https://bateswells.co.uk/ -       Steward-ownership https://purpose-economy.org/en/ -       Purposely, free tool to put purpose at the heart of a business https://www.purposely.org.uk/ -       Legislation Movement of Collective Interest and Benefit Organizations in Latin America (2020) https://www.somoskeidos.com/en/resources/#unlock -       Purpose-driven companies and the regulation of the Fourth Sector in Latin America https://www.undp.org/latin-america/publications/purpose-driven-companies-and-regulation-fourth-sector-latin-america -       The Welcome Conference https://www.thewelcomeconference.com/