Amsterdam RAI is one of Netherlands biggest event venues. They both facilitate and organize events, congresses and parties. Amsterdam RAI asked us to help them innovate based on several trends. Amsterdam RAI wanted us to think about the future of event venues for generation X and the millennial generation, and the future of event venues in a connected society. We also incorporated ‘women alerts’ to highlight concepts that specifically fit into women trends.



Based on RAI’s business question and their market and consumer insights and Ruigrok Netpanel’s research, we selected relevant trends from our database (Millennials, Generation X, Connected Society).


Based on combining research from RAI, Ruigrok Netpanel and our database, we interpreted and worked on three trends.


We developed 20+ concepts based on all research and insights. Including concepts on marketing communication, strategy, product development, website design and services.