© Westfalenhallen Unternehmensgruppe / Oliver Wachenfeld
Dear Readers,
AI drafts concepts in seconds, formats are becoming more open, and attendees want to participate rather than simply watch. The tools used by the event industry are changing rapidly. What makes an event compelling, however, remains the same: a clear idea, an objective, and an instinct for the people on site.
From AI to Festivalization
This is exactly where this issue of boe Magazine comes in. The cover story explores what AI can really do in day-to-day event work and why a well-crafted prompt alone does not amount to a successful event concept. Other articles show how spatial computing augments physical space, which trends are shaping event design in 2027, and why festivalization gives attendees greater freedom while also requiring more planning. Other topics include how to create a successful start at the entrance, extraordinary venues in Europe, and the question of how the impact of events can be demonstrated.
People and Perspectives
Interviews and a guest article offer different perspectives. They explain why personal encounters are becoming more valuable in a digital world, how creativity and responsibility come together when using AI, and what the industry can learn from ten years of European collaboration.
Meeting Point Dortmund
All of this will become tangible at boe international in Dortmund on January 20 and 21, 2027. Under the motto “People. Events. Innovations.” everyone professionally involved in planning, managing, and delivering events will come together in Dortmund. On the stages, in masterclasses, workshops, and partner formats, trends are not only discussed but also tested and put into practice.
In 2027, the evening events will each have their own dedicated setting: The BrandEx Award will be presented at Phoenix des Lumières on January 19. After the first day of the trade show, boe night on January 20 offers space for conversations, new connections, and celebrating together.
Enjoy reading! I look forward to welcoming you to Dortmund in January.
Sabine Loos
Managing Director
Westfalenhallen Unternehmensgruppe GmbH
Dear Readers,
AI drafts concepts in seconds, formats are becoming more open, and attendees want to participate rather than simply watch. The tools used by the event industry are changing rapidly. What makes an event compelling, however, remains the same: a clear idea, an objective, and an instinct for the people on site.
From AI to Festivalization
This is exactly where this issue of boe Magazine comes in. The cover story explores what AI can really do in day-to-day event work and why a well-crafted prompt alone does not amount to a successful event concept. Other articles show how spatial computing augments physical space, which trends are shaping event design in 2027, and why festivalization gives attendees greater freedom while also requiring more planning. Other topics include how to create a successful start at the entrance, extraordinary venues in Europe, and the question of how the impact of events can be demonstrated.
People and Perspectives
Interviews and a guest article offer different perspectives. They explain why personal encounters are becoming more valuable in a digital world, how creativity and responsibility come together when using AI, and what the industry can learn from ten years of European collaboration.
Meeting Point Dortmund
All of this will become tangible at boe international in Dortmund on January 20 and 21, 2027. Under the motto “People. Events. Innovations.” everyone professionally involved in planning, managing, and delivering events will come together in Dortmund. On the stages, in masterclasses, workshops, and partner formats, trends are not only discussed but also tested and put into practice.
In 2027, the evening events will each have their own dedicated setting: The BrandEx Award will be presented at Phoenix des Lumières on January 19. After the first day of the trade show, boe night on January 20 offers space for conversations, new connections, and celebrating together.
Enjoy reading! I look forward to welcoming you to Dortmund in January.
Sabine Loos
Managing Director
Westfalenhallen Unternehmensgruppe GmbH
© Westfalenhallen Unternehmensgruppe / Oliver Wachenfeld
