Building experiences that last: creative director Low Kee Hong on the art of connection
In a world where experiences are everywhere but connection feels rare, how can event planners create moments that truly stick?
Low Kee Hong, creative director at Factory International, the organisation that programmes and operates Aviva Studios, has spent years transforming spaces into places where audiences don’t just attend, they belong.
They become part of a wider story - one that draws them into a world they feel naturally connected to, or one that pushes them beyond their comfort zones into extreme and incredible places.
Kee Hong believes the future for corporate events is about sparking emotion and creating experiences at the intersection of art, culture, and community that last long after the lights go down.
“Everything we do isn’t about a one-off interaction,” Kee Hong says. “It’s about long-term connection.”
Low Kee Hong
Low Kee Hong
Kee Hong goes on to share insights on a corporate event that began as a traditional conference, then transformed mid-way into a Wonderland-style theme park, complete with a ferris wheel inside the venue.
For Kee Hong, these kinds of bold, playful experiences aren’t just spectacle – they’re tools to foster belonging. “And the way you create a sense of community is by genuinely connecting, listening, and being present.”
The secret is knowing your audience on a deeper level. “It’s not enough to look at numbers or metrics,” says Kee Hong. “You have to understand people’s anxieties, desires, what gives them joy, and what frustrates them. Then you can create something meaningful, something that resonates.”
“Unique experiences come from being genuine,” he says. “Audiences can smell anything fake from a mile away. If it’s real, relational, and rooted in understanding, it will resonate. If not, it won’t.”
For brands and event planners, the takeaway is clear: focus on connection, not conversion. Build experiences that invite participation, spark dialogue, and nurture lasting relationships.
Kee Hong’s approach at Aviva Studios shows that when you put community and engagement at the heart of design, events stop being just moments on a calendar - they become memories that live on, long after the last attendee leaves.
“Don’t think of an event as a transaction,” Kee Hong says. “Think of it as a conversation that lasts. That’s where the magic happens.”
Communities and values
And increasingly, that magic is rooted in culture. The brands making the biggest impact aren’t just hosting events - they’re creating cultural touchpoints. Through art, performance, storytelling, and shared spaces, they build experiences that reflect the communities they serve and the values they stand for.
Venue choice is a powerful part of that equation. When brands choose spaces that prioritise culture, creativity, and community, they tap into a deeper narrative. They align themselves with environments that already carry meaning, history, and emotional resonance. In doing so, the event becomes more than a branded moment; it becomes part of a wider cultural story that audiences recognise, trust, and want to belong to.
That’s the true opportunity: to build brands and companies not just through messages, but through moments that embody culture, ignite community, and create lasting connections.