BEIC
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BEIC stands as a coalition of the most efficient event agencies.
What if the best way to surprise an audience was to bore them first?
That's exactly what our partners at RED DOOR (.ag) Agency did for Heineken UEFA Champions League across four countries in Latin America.
Guests arrived expecting a typical corporate workshop.
A few minutes later, everything went wrong.
Or at least, it seemed to.
A carefully scripted "technical failure" interrupted the presentation and became the starting point of an immersive Champions League experience unfolding simultaneously in Panama, Ecuador, Paraguay and Peru.
What we love about this project is that it reminds us of something important:
Technology doesn't create emotion.
Stories do.
The most memorable moments often come not from bigger screens or larger budgets, but from understanding human psychology and creating a genuine surprise.
The results speak for themselves:
⚽ 23 million+ people reached
⚽ 227% ROI compared to previous campaigns
⚽ Hundreds of organic media and social media mentions
A brilliant example of how experience design can turn an ordinary meeting into a story people want to tell.
Congratulations to RED DOOR Agency and Heineken on this Eventex-winning project. 🏆
23/06/2026
Some events entertain.
Some events become part of history.
Our members ACCIONA recently delivered one of the key events surrounding the visit of 𝐏𝐨𝐩𝐞 𝐋𝐞𝐨 𝐗𝐈𝐕 𝐭𝐨 𝐒𝐩𝐚𝐢𝐧.
With only four weeks to prepare and a highly compressed production schedule, the team transformed an enormous challenge into a successful gathering focused on dialogue, hope and community.
What we love most about this story is that the project came through reputation and trust.
No pitch.
No tender.
Just years of consistently delivering great work.
Congratulations to the entire team on this remarkable achievement.
19/06/2026
Today at Friday Club, we had the pleasure of learning from Colja Dams , CEO of VOK DAMS worldwide worldwide, about one of the most intriguing developments in our industry: the .
For years, event professionals have relied on experience, intuition and audience research to predict how people might react to an event. What if we could test those assumptions 𝐛𝐞𝐟𝐨𝐫𝐞 𝐭𝐡𝐞 𝐞𝐯𝐞𝐧𝐭 𝐞𝐯𝐞𝐧 𝐡𝐚𝐩𝐩𝐞𝐧𝐬?
One of the key ideas from today's session was that AI may soon allow us to simulate audience behaviour, helping us understand how different groups might engage with content, environments and experiences long before doors open.
But perhaps the most interesting discussion was not about technology itself.
It was about the questions this technology raises:
- Will audience simulation become a standard part of event planning?
- How do we balance optimization with surprise, creativity and emotion?
- What remains uniquely human that no digital model can predict?
The future of events may not be about choosing between human creativity and artificial intelligence, but about learning how to use both.
A big thank you to Colja for sharing his insights and challenging us to think differently about the future of experience design.
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