Allianz Stadium reports a rise in demand for experience-led events

Johanna Byrane, Head Of Business Development, Twickenham Experience Limited, explained: "Hybrid working has reshaped how teams interact. With employees spread across various locations, it's more important than ever to bring them together. As a result, organisers are thinking more creatively to craft big memorable occasions and a real experience. This draws people in and translates to higher attendance rates."

In addition to the festive season, hybrid work and an increased focus on work-life balance are influencing event formats. Conferences now often start later in the day, accommodating flexible schedules. "This year, we've seen larger conferences commencing at 1pm, followed by an evening event or awards," added Byrane. "There is now a stronger emphasis on accommodating diverse learning styles and needs, making wellness rooms, quiet spaces and mother rooms, the norm. It's a reflection of the new working world, where flexibility in timing, adaptable spaces, and agile venue teams are crucial."

In response to these evolving needs, Allianz Stadium has also undertaken a major renovation of its iconic Grand Slam room, now named the Allianz Suite. The 668sqm design-led space offers a spacious environment with modern features like exposed ceilings, built-in booths, and soft communal seating - perfect for hybrid working.

Nils Braude, managing director of Twickenham Experience Limited, added: "With a huge range of modern and versatile spaces, as well as an experienced and agile team, Allianz Stadium, Twickenham, is exceptionally well-positioned to meet the ever-changing needs of today's event organisers. Our commitment to innovation, creativity, and service excellence ensures we can deliver memorable and seamless experiences for any occasion."