At Micebook Northern edition, I had the opportunity to share some of the thinking behind Make Events’ approach to delivering experiences in environments that don’t always feel like obvious event venues.
From transforming an unused viaduct for Nobu Manchester’s groundbreaking event to creating an immersive gala inside a working railway museum for Hitachi, these projects often start with a brief that feels challenging and sometimes even impossible.
In this two-part series, I’m sharing some of the lessons we’ve learned along the way. From how we spot potential in unexpected spaces, to why constraints can sometimes lead to stronger creative decisions, these blogs explore what it really takes to turn bold ideas into unforgettable experiences.
How we build experiences anywhere
At Make Events, we’ve become known for delivering unforgettable experiences in places most people would walk away from. An unused city-centre viaduct, a working railway museum and industrial spaces with no infrastructure, no obvious event flow and plenty of reasons to say no.
But the truth is, it’s never just about the venue. It’s about mindset.
A love of surprise and the challenge of the unexpected
My passion for unconventional spaces goes right back to the early days of Make. One of the first venues that really changed how I thought about events was the Imperial War Museum in Manchester. It challenged my expectations and showed how environment can shape emotion.
From there, we started experimenting and hosting our own activations and birthday celebrations in unexpected places. Our first birthday party was in a chocolate shop and our second on the Coronation Street set!
What became clear very quickly was the power of surprise.
Guests might know where they’re going, but the moment they arrive and think “I didn’t expect an event here”, something shifts.
For consumer audiences, that intrigue attracts attention. For employees or clients, it builds anticipation and excitement before the experience has even begun.
Turning unlikely spaces into immersive brand worlds
Unexpected environments create opportunity, but what matters most is what you build within them.
When we delivered the groundbreaking event for Nobu Manchester, the setting was an unused viaduct with no existing event infrastructure. Instead of fighting the environment, we leaned into it. We created contrast – luxury hospitality against a raw urban backdrop. Dramatic lighting, carefully designed guest flow and moments of theatre that brought the brand story to life.
Similarly, producing a headline gala for Hitachi inside a working railway museum required a completely different kind of thinking. The challenge wasn’t just aesthetic, it was operational. We had to respect the realities of the space while transforming how guests experienced it.
In both cases, the venue became part of the narrative. Not a limitation, but a stage for something distinctive.
It’s not just about the venue, it’s about what you do with it
Unconventional locations can create immediate impact, but great events are not defined by unusual spaces alone.
Some of the most creative experiences happen in completely conventional venues: ballrooms, conference centres, exhibition halls.
Creativity isn’t about rejecting traditional spaces, it’s about refusing to deliver traditional experiences. It’s about designing unexpected moments, creating layers of discovery and incorporating moments of magic throughout the guest journey.
That might mean reshaping arrival so it feels cinematic rather than functional. Using lighting and production to completely reframe how a room is perceived. Creating contrast intimacy within scale, energy within structure.
Whether we’re working in a viaduct, a museum or a hotel ballroom, the principle is the same:
Our job isn’t to find interesting spaces. Our job is to create interesting experiences.
Creativity is everywhere, but authenticity matters most
Inspiration comes from everywhere. Retail environments, travel, restaurants, social media, architecture and conversations. But creativity only becomes powerful when it connects back to brand.
That connection comes from listening. Understanding what an organisation stands for, what they want people to feel and, most importantly, what success actually looks like.
The best experiences don’t just look impressive, they feel authentic, purposeful and true.
Trust makes bold ideas possible
Projects like Nobu require enormous trust from clients. Choosing an unconventional space often means stepping into the unknown, investing budget, reputation and expectation in an idea that doesn’t yet exist.
Our role is to meet clients where they are, to build confidence through clarity, collaboration and meticulous planning. Strong relationships whether it’s with clients, venues, suppliers and our own team are what enable braver decisions.
Because when bold creativity is backed by flawless delivery, even the most unexpected environments can become unforgettable stages.
Where others see limits, we see possibility
Some of the most powerful experiences we’ve created started with a space that didn’t feel like an obvious event venue. But the lesson isn’t that unusual spaces create great events, it’s that bold thinking does.
When creativity is grounded in strategy and delivered with precision, almost any environment can become extraordinary. That’s what allows brands to surprise their audiences, create genuine emotional connection and stand out in a world where attention is hard won.
Because unforgettable experiences aren’t defined by where they happen, they’re defined by how they make people feel.
And when you get that right, you can create impact anywhere.
