The ability to craft meaningful experiences in shared spaces is one of the cornerstones of successful placemaking. Our CEO, Nick Morgan and TRO’s Head of Growth Rob O’Siochain explored this further in a recent article featured in Campaign Live.
Crafting meaningful experiences in shared spaces has long been at the heart of effective placemaking. This concept was recently explored in a thought-provoking article featured in Campaign Live – co-authored by our CEO, Nick Morgan, and Rob O’Siochain, Head of Growth at experiential marketing agency, TRO.
The article examined how owned events redefined the way brands connected with their audiences, offering insights that resonated deeply with the principles of placemaking. Placemaking, at its core, had always been about more than revitalising spaces; it was about creating environments where people felt a sense of connection, belonging, and engagement. Owned events provided a powerful strategy to bring this mission to life.
Owned Events as Catalysts for Transforming Spaces
Nick and Rob underscored the unique control owned events gave to brands. By designing and owning every aspect of the experience, organisations had the freedom to create environments that reflected their mission and values. This aligned seamlessly with placemaking efforts, helping transform ordinary spaces into thriving hubs of activity and meaning.
For example, public squares were repurposed into bustling community festivals, urban parks became stages for cultural celebrations, and streets were reimagined as vibrant canvases for art and music. Owned events had turned these everyday spaces into memorable stories, with the potential to unite communities and breathe life into underutilised areas.
Building Bridges Through Community Engagement
The Campaign Live article also addressed how owned events moved beyond surface-level interactions to cultivate deep and meaningful engagement. For placemaking initiatives, this approach proved vital. Great spaces weren’t just used by people; they were experienced and remembered through shared connections.
A compelling example might have been a neighbourhood corner transformed into workshops for local artisans. Such an event wasn’t merely about activating the area; it brought people together to connect with the space, with each other, and with the creative energy surrounding them. These moments of connection created lasting bonds and instilled a sense of pride and ownership in the community.
Authenticity and Connection in Owned Spaces
The Campaign Live article argued that, in today’s often disconnected world, authenticity was a rare but essential ingredient for fostering meaningful connections. Owned events allowed for intentional, values-driven experiences that struck a chord with attendees.
Similarly, in the context of placemaking, authenticity had been a key factor in building emotional loyalty to a space. Through owned events, relationships were strengthened, trust was nurtured, and communities were empowered to engage with their environments on a deeper level. These authentic connections created vibrant, thriving places where people truly wanted to gather.
Looking Back on the Intersection of Placemaking and Owned Events
The insights shared in the Campaign Live article highlighted the synergy between owned event strategies and placemaking principles. Both relied on creativity, thoughtfulness, and a focus on people as active participants in creating something that mattered.
By incorporating owned events into placemaking efforts, communities had experienced more than just engagement; they had seen spaces transformed into meaningful, interconnected hubs.
If you missed Nick Morgan and Rob O’Siochain’s article, you can still read it on Campaign Live. Explore how owned events reshaped engagement and inspired new approaches to building thoughtful, enduring community spaces.
Take a moment to imagine how these strategies could elevate your future projects. The potential of placemaking lies not just in the spaces we create but in the connections we nurture within them.
If you’re keen to find out more about how placemaking events can elevate your brand or organisation, get in touch.
We Are Placemaking is part of We Group. Collectively, we offer a vast range of services, from festival and event production to health & safety, licensing, documentation and so much more. Get in touch to find out more.
