Text: Simon Bleil / published on 6 May 2026 / approx. reading time: 7 minutes
Lukas Zenk has reshuffled the deck in event design. As Professor of Innovation and Network Research at the Donau-Universität Krems, he and his research colleagues developed the "Designing.Events" method - a highly scientific card-based tool that enables event planning teams to create impactful events within just a few hours. "Just as anyone can prepare a meal," Zenk explains in our interview about events as a combination of science and art.
Is a successful event a science?
Designing, planning and delivering a successful event is a combination of art, science and experience. It is an art because creative elements are required, not just operational execution. It is a science because the factors contributing to successful events can be analysed systematically. And it requires experience because only repeated practice reveals what works in different contexts. Although many events follow similar structures and dramaturgies, every event remains unique.
Can anyone develop an event?
In principle, yes – just as anyone can prepare a meal. The real question is whether you expect a simple sandwich or a sophisticated menu. Events are highly complex social systems, and this aspect is often underestimated. Anyone trying to oversimplify this complexity may produce a technically well-organised event that lacks vitality. Ignoring complexity altogether, however, risks chaos. The art lies in creating clear structures while still leaving room for openness and authentic interaction.
Your “Designing.Events” method claims this can be achieved in just a few hours. How does it work?
Our method is based on a three-year research project in which we analysed what participants genuinely expect from events. We identified nine key needs that are relevant for event organization and event planning. Based on these findings, specific design options are developed: How should social interaction take place? How should the spatial layout be designed? What technical support is required? The method inspires event teams while also enabling them to make concrete design decisions. In the end, a collaborative event concept is created in a playful manner and can be implemented immediately.
Is there still room for the traditional but inspiring keynote presentation?
Absolutely – depending on the target audience and the context. If the goal is inspiring knowledge transfer, a passionate presentation can be highly effective. However, the central question remains: What impact should the event achieve? A simple sequence of presentations is rarely enough to create lasting impact. Content needs to be reflected upon and integrated into participants’ own contexts; otherwise, it remains superficial and is quickly forgotten.
Despite all the scientific methodology, what speaks against improvisation?
Interestingly, I also led a research project on improvisation. Improvisation means dealing professionally with the unexpected – and this is always necessary in events. Events are not machines with fixed processes; they develop their own dynamics in the moment. This means the core event design should be carefully planned, but within this framework there must also be room for spontaneity and energy. Similar to jazz improvisation, a shared rhythm is needed, but what emerges should ideally become a co-creative act involving everyone.
How can organisers find out what participants actually want?
The nine factors mentioned earlier provide a useful starting point. Beyond that, we recommend speaking with potential participants in advance. We regularly conduct interviews or distribute questionnaires to clarify expectations. Registration processes can also include questions about what attendees are most looking forward to. Ultimately, one thing is clear: without participants there is no event – their needs must remain at the centre.
What role do the venue and destination play? Are they interchangeable?
No, quite the opposite. The choice of location and destination should always align with the purpose and objectives of the event. Every venue offers different conditions in terms of atmosphere, infrastructure and accessibility. The destination often enables supporting programmes that can be integrated into the overall concept. For example, during a conference on innovation, we travelled together by train and effectively opened the event during the journey itself. That perfectly reflected the event’s mission statement.
Your studies analyse how people interact at events. What is the typical guest like?
Networking is one of the central priorities for many participants. Nevertheless, suitable frameworks for networking are often missing. People naturally tend to speak first with individuals they already know or who are similar to them in terms of profession, language or age. As a result, small homogeneous groups emerge. To create genuinely enriching networking opportunities, organisers need carefully designed formats: from suitable room concepts and intentionally initiated conversations to relevant information about other participants. Only then can meaningful exchange take place.
Thank you very much for the interview!
