European Roadshow​

Event series – UK and Europe

Conference and exhibition


Having managed and curated the previous roadshow in Birmingham and Brussels, Autodesk approached us to work on the next European roadshow for their construction and rail customers. We were tasked with finding an exciting and unusual conference venue that would both reflect the Autodesk culture and not conform to the standard corporate event format. We were required to find 2 locations, one in the UK with good rail and road links outside of London, and one in Europe that had good air connections and was a major flight hub.

The event space had to accommodate between 150 and 200 people with full production and private networking space that could hold 7 exhibition stands. We were to be responsible for the content agenda, AV and lighting, delegate management and exhibition build.

The roadshow was an opportunity for Autodesk to update their customers on the progress of the business, and the current state of the industry as well as give partners a platform to reach a new audience.


The challenge with this event as in previous years was to ensure consistency in delivery for the 2 events in both locations. It was also important that we were able to transport all sets, exhibition stands and equipment between each venue.

Autodesk wanted to demonstrate that this event had been growing in size and stature over the years and this needed to be evident in the venue selection and dressing of each site.


Our venue search began in the UK and after discussing numerous locations we decided to focus our attention on Oxfordshire and the Midlands as these both offered excellent transport links to London and Birmingham. Following a site visit with the client we decided on Silverstone as the venue for the UK event, the modern and bright space that the West Wing offered, as well as glorious views of the track, offered the unique and exciting space that we were looking for.

After securing the UK venue, we knew we had to replicate this look and feel in Europe. Considering the brief of a location with good links and a major flight hub we looked at destinations within an hour’s flight from London that was also easily accessible by rail.

Amsterdam quickly became the standout destination and the De Hallen Studios, a recently converted tram shed was the perfect choice of venue. The blank event space meant we could replicate the look and feel of the UK event and the history of the building was a great link to the rail industry.

We were tasked with transforming empty event space into an inspiring conference environment with a separate exhibition area for 7 of Autodesk’s premium partners at both locations. We created the separate areas by using draping suspended from the ceiling and built 7 uniform exhibition stands that gave the partners ample branding space, a TV screen, poseur table and stools and a literature stand. Our in-house design team put together all the creative for the stands and all branding was printed in-house with our large format print studio.

As well as dressing the space we also designed and built a stage and set with lighting and AV to enable the speakers to present to the delegates. In total there would be 8 speakers throughout the day, including partner presentations, so it was important to have their message delivered from the right setting.

The set, exhibition stands, and all furniture were used at both locations and shipped between the two to ensure uniformity at the events. This was imperative to the event’s success, as the scope for the event had grown significantly and the client wanted to ensure that they could demonstrate this growth.


At both locations we had a full setup day, giving us time to have rehearsals and make any last-minute amendments. With over 95% attendance at both events, and with the introduction of social media hashtags, the two events were able to reach and engage with a wider audience than they had before. In total there was a 20% uplift in registrations from the previous events and this year’s partner sponsors have already expressed an interest in next year’s event. Overall, the event was a success, and we look forward to working with Autodesk in the year ahead.

287– Attendees across both events

1,000 – Miles for shipped event material

6 – Delegates attended from 6 different countries

20% – Delegates attended from 6 different countries- uplift in attendance from previous years

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