Events are experiences shared by a group of people with a specific goal or purpose. Designing a truly great event is part art, part science. EDD event designers are gifted manipulators of human psyche. Scientifically speaking, a well planned event is essentially a sequence of stimuli which have been choreographed to take place within an environment designed to evoke the desired emotional response or communicate a specific message.
The art is in making it all seem effortless and spontaneous and the non-negotiable imperative is to deliver the desired outcome for whoever is signing the cheque.