The Chaka2 Event Trend Radar
The way we design events is fundamentally changing. New technologies, evolving audience expectations, and profound cultural shifts are redefining what events need to achieve today.
We translate complex event trends into clear strategies and ensure that every event is not only relevant in the present, but intentionally designed for the future.
Quadrant A: Biogenic Intelligence
The nervous system of modern events
Events do not only affect the mind, but directly impact the nervous system. Neuroscientific studies show that spaces, light, sound, and haptics measurably influence how we feel, think, and remember. This is exactly where Biogenic Intelligence comes in: we design events that do more than impress — they create emotional resonance, support regeneration, and foster genuine connection.
When brands are not only seen, but felt
Our brain stores experiences more deeply when multiple senses are activated at the same time. Studies show that multisensory stimuli significantly increase memory retention and emotional attachment. It is no surprise, then, that according to Wunderman Thompson, 63% of consumers actively seek out such experiences.
For us, this means brands are not presented — they are brought to life.
Through the deliberate use of soundscapes, lighting, scents, and materials, we create immersive worlds that get under the skin.
The result? An event that is not only seen, but remembered for a long time.
Selected projects:
Websummit · Red Bull Hangar-7
Events that energize instead of drain
Traditional events often overwhelm — too many stimuli, too few breaks. Yet recent findings from neuropsychology show that only those who remain mentally receptive can truly process content and build connections.
That is why we rethink events.
With intentional quiet phases, carefully designed dramaturgy, and lighting concepts aligned with the natural rhythm of the day, we create environments that strengthen people instead of exhausting them.
Especially in the B2B space, this becomes a decisive differentiator:
An event that feels good not only stays in the memory longer — it also builds a deeper brand connection.
Selected projects:
SAP Now · Accenture Office Opening Switzerland · Snow Volleyball · Red Bull Athlete Marketing Summit · SPAR
From event to true catalyst for change
People do not remember content — they remember how they were changed. That is exactly why events are increasingly evolving from entertainment into transformation.
Psychological studies show that lasting change only happens when experience, reflection, and application are combined.
We translate this into event design:
Immersive experiences meet intentional spaces for reflection, coaching elements, and consciously designed transitions.
The goal is clear: participants do not just go home inspired — they leave with a new perspective, a new mindset, or concrete next steps.
Selected projects:
SAP Now · Plancraft Launch Event · Audi Summit · Red Bull Athlete Marketing Summit · Vabandln Summit · Ed-Tech Summit · Career Connect · St. Anna Kids Future Unlocked
When events respond to people
Technology now makes it possible to capture people’s emotional states in real time. Heart rate, movement, or stress levels can be used to dynamically adapt spaces.
This creates events that are not static — but that “feel with” their guests.
Light, sound, and atmosphere respond to the collective energy level, intentionally creating states of flow or moments of relaxation.
The result is an experience that does not feel the same for everyone — but feels exactly right.
Quadrant B: Phygital Architecture
The invisible excellence of modern events
The separation between the physical and digital worlds is increasingly disappearing. Studies from user experience and human-computer interaction show that technology has the greatest impact when it works seamlessly in the background. This is where Phygital Architecture comes in: we develop events in which digital systems intuitively enhance the experience without ever taking center stage.
Technology that simply runs in the background
Modern event experiences emerge where technology does not stand out, but supports. Research shows that smooth, intuitive interactions significantly increase satisfaction and dwell time.
For us, this means digital solutions are integrated in a way that supports the natural flow of an event.
Smart badges, contactless check-ins, and automated processes enable an uninterrupted experience — from arrival to networking.
The result?
An event that feels effortless and creates space for what really matters: genuine encounters and memorable experiences.
Selected projects:
SAP Now · Ed-Tech Summit · Red Bull Dance Your Style · Websummit · Red Bull Jukebox
Events that adapt live
it possible to analyze emotions and energy levels in real time. Studies in computer vision show that facial expressions, movement, and interaction allow precise conclusions about engagement.
We use this data to steer events dynamically.
Light, music, and dramaturgy respond directly to what is happening in the room — not just to what was planned.
The result?
An event that continuously optimizes itself and feels right in every moment.
Selected projects:
Red Bull Soundclash · Red Bull Dance Your Style · Red Bull Jukebox · Cupra City Garage
Experience events before they exist
Digital twins are changing the way events are planned and developed. Through precise 3D models and simulations, spaces, visitor flows, and staging can be tested realistically before setup even begins.
This not only enables more efficient planning, but also better decision-making.
Ideas become visible, tangible, and optimizable — long before they are executed.
The result?
An event that is developed not only creatively, but also with strategic precision.
Selected projects:
SAP Now · Bitpanda Xmas · Red Bull Ö3 Konzertspektakel · Red Bull Show 100 · AlphaTauri Cortina Container Pop-up
New dimensions of staging
Technologies from film production are opening up new possibilities for live events. LED volumes and holographic projections create immersive spaces with extraordinary visual depth.
At the same time, they enable new forms of presence: speakers or performances can be integrated independently of location without losing impact.
For us, this means:
Stages become dynamic experiential spaces that can flexibly adapt to content and dramaturgy.
The result?
A visual experience that dissolves boundaries and sets new standards.
Selected projects:
Cadillac Munich Car Box · Cupra Night Linz · Cupra City Garage Opening
Quadrant C: Regenerative Ecosystems
Sustainability that creates impact — not just reduction
Sustainability is evolving from an obligation into a strategic advantage. Current studies show that brands creating real impact are perceived more strongly and preferred in the long term. Regenerative Ecosystems go one step further: events are designed not only to do less harm — but to actively create added value.
Measurably sustainable events
The precise measurement of CO₂ emissions is the foundation of genuine sustainability. Modern tools make it possible to analyze the ecological footprint of an event in detail and optimize it deliberately.
Combined with modular, reusable systems, this creates event formats that are flexible, efficient, and sustainable at the same time.
The result?
An event whose impact is not estimated, but demonstrably improved.
Selected projects:
Red Bull BC One · Red Bull Show 100 · Tourradar Adventure Together · SPAR
The value of place
In a globalized world, local identity is gaining importance. Studies in consumer behavior show that authenticity and origin are increasingly decisive factors in purchase decisions.
We transfer this principle to events:
Local partners, materials, and cultural elements are intentionally integrated and curated.
The result?
An event that could not happen just anywhere — but draws its strength from this exact place.
Selected projects:
Red Bull Almauftrieb · Nacht der Werbung · Golden Hahn · Fisherman’s Friend Strongman Run
When events give energy back
New technologies make it possible to generate energy from movement. These approaches combine innovation with sustainability and make impact visible and tangible.
Participants become an active part of the system:
Their movement generates energy and directly contributes to the event’s infrastructure.
The result?
An event that does not just communicate sustainability — but makes it physically experienceable.
Selected projects:
Wings for Life World Run (Lieferando) · Wings for Life World Run (Audi)
What remains when the event is over
The impact of an event does not end with the final agenda point. Successful formats create long-term value — for brands, communities, and places.
This can happen physically, digitally, or socially:
from infrastructure and platforms to sustainable initiatives.
The result?
An event that does not just happen — but continues to create impact.
Selected projects:
Red Bull BC One · Cupra City Garage · Red Bull Almauftrieb · St. Anna Kids Future Unlocked
Quadrant D: Fluid Fan Identities
From spectators to co-creators
The separation between the physical and digital worlds is increasingly disappearing. Studies from user experience and human-computer interaction show that technology has the greatest impact when it works seamlessly in the background. This is where Phygital Architecture comes in: we develop events in which digital systems intuitively enhance the experience without ever taking center stage.
Experiences as the new status
Ownership is losing importance — access is gaining it. Especially among younger target groups, there is a clear trend toward exclusive, non-reproducible experiences.
For brands, this means:
Events themselves become the product — limited, emotional, and unique.
The result?
An experience that cannot be bought — only lived.
Selected projects:
Audemars Piguet · Audi HKR · Cadillac Launch · St. Anna Kids Future Unlocked · Red Bull Hangar-7 Reopening · Puma Ultra
The community as storyteller
Trust today is built through authenticity. User-generated content plays a central role here, amplifying both reach and brand credibility.
At the same time, events are becoming the most important source of first-party data — independent of external platforms.
The result?
A brand that is not only communicating — but being told together with its community.
Selected projects:
SPAR Xmas · Red Bull Jukebox · Red Bull Dance Your Style · Cupra City Garage · Red Bull Show 100
Experiencing more through data
Digital technologies expand physical reality and create new layers of interaction. Real-time data, visualizations, and AR applications make performance more tangible, more understandable, and more emotionally engaging.
For audiences, this creates deeper understanding and a stronger emotional connection to what is happening.
The result?
An event that is not only observed — but actively experienced.
Everyone experiences their own event
Artificial intelligence makes it possible to create content individually and in real time. Each participant receives personalized perspectives, highlights, and summaries.
This increases not only relevance, but also the long-term impact of an event.
The result?
An experience that is unique to each person — and extends far beyond the moment itself.
Selected projects:
Fisherman’s Friend Strongman Run · 30 Years Woschitz Group
The community helps decide
New technologies open up possibilities for genuine participation. Participants can be actively involved in decisions and influence content or formats.
Digital assets also create exclusive access and reward long-term loyalty.
The result?
An event that is not only made for the community — but co-created by it.
Selected projects:
Red Bull Jukebox · Red Bull Dance Your Style · Red Bull Soundclash · Cupra City Garage · Match Worn Shorts
