Avoiding repetition: why it’s time to rethink the event formula

It’s no secret that many events in Brussels feel… familiar. Formal venues, predictable formats, and a rhythm that leaves little room for energy, surprise, or genuine engagement. For teams attending multiple events each year, it can start to feel like déjà vu with different logos.

We think it’s time to break the cycle.

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We think it’s time to break the cycle.

The antidote to repetition isn’t just novelty for novelty’s sake. It’s relevance. It’s reflecting on what would serve this group, at this moment, in a way that feels alive and reaches the event's objectives. That’s where creativity comes in.

But what does it look like in practice?

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New formats

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Not every session needs to be a panel followed by a Q&A. What about guided exchanges, walking conversations, or co-creation workshops? What if the audience is actively shaping the outcome?

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New locations

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Brussels is full of venues that don’t look like venues. Industrial spaces, greenhouses, art studios, libraries. The right setting can change the tone of what’s possible.

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New rhythms

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The nine-to-five day with coffee at 10 and lunch at 12:30 isn’t a sacred dogma.

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People crave freshness. Not because it’s trendy, but because it shows that something was designed with thoughtfulness. And when you bring together the right people, in the right space, with a format that fits, momentum builds and memory lasts.

So let’s stop defaulting to the usual. Let’s build the kind of events we’d want to attend.

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