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Retail is reinventing itself through pop-up events, and each brand wants to outdo the competition with the most unforgettable experience. When a client asks for something that even they can't really describe, how does the design process proceed? What live event technologies help to make big ideas real? What new production and staging designs are required? And how can you build something completely conceptual and yet real?

Hanane Abdalla, Communications Manager, Industry Awareness - AVIXA
Sean Cusack, Lead Designer - SMA Events