In this series, features and series developer Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In the this edition we meet Goho, the boutique marketing, PR, and events agency behind I AM PHENOM, an annual flagship event by Phenom.
The brief:
The brief was to create an event that really brought Phenom’s brand and AI platform to life in Munich.
The conference brings together 350 of Phenom’s clients, partners, HR leaders, and talent professionals for a block buster event combining high-level thought leadership with premium networking experiences.
This is the first time they had run a conference in Europe. The conference is usually held in the client’s home base of the United States, but after recent company growth, they’ve moved it to Europe for the first time.
Goho saw it as an opportunity to combine a conference, hands-on product demos, and evening entertainment, making the whole experience engaging, memorable, and interactive for attendees.
The execution:
In 2025, Phenom appointed Goho to deliver the event in Munich. Goho booked the venue atInfinity Munich, and managed a full technical build including stage, screens, and sound, alongside curated photo opportunities and breakout spaces.
Goho started by mapping out the attendee journey: the conference, the demos, the networking spaces and the evening activities. From there, the agency brought in production, branded pieces, lighting and bespoke entertainment to make sure each moment worked together.
There were lots of collaborative workshops and testing, especially to make sure technical demos, performances and interactive food stations all ran smoothly as well as site visits and and securing a location that could also accommodate all the attendees.
Speaking on the inspiration behind the event Jon Shone, live events professional and director of Goho, said: “We wanted the event to feel like Phenom’s brand in real life, innovative, playful and tech forwards. We wanted to provide the event with a wow factor and essentially make it incredibly memorable, while still being approachable and fun. That meant blending live AI demos with experiential touches, interactive food and drink, and breath-taking entertainment, creating something memorable that people would talk about long after the event.”
Throughout the execution process, Goho collaborated closely with Phenom, the AV provider, venue IT, food vendors, entertainment providers and production teams. Shone said: ” Everyone was aligned on the overall vision, and we had regular check-ins to make sure logistics, tech, and creative elements were coordinated. The key was keeping communication open and anticipating issues before they became real problems.”
The result:
Shone said: “The event came together really well. The day ran smoothly from the conference sessions, keynote speakers, panel talks etc to evening experiences. Attendees started with an interactive meditation session, then a live tech demo in action in the day, break out rooms for personalised learning. Following this they had an evening unwind and dinner, listening to great tunes by a DJ and violinist that synced with an acrobat.”
He added: “They could also try out fun activations like Lick Me I’m Delicious chocolate selfies ,lollipops with logos on and flavoured mist orbs in cocktail form! It felt like a full, seamless journey from learning and networking to play.”
He also said that the client got exactly what they were hoping for: a day that was memorable, interactive, and brand forward. Attendees left having seen the AI platform in action, enjoyed the creative and immersive environments and with plenty of talking points from the evening activations.
Attendees enjoyed the variety of learning, play and entertainment and the client appreciated how seamless the day felt despite the complexity, varied speakers, presentations and attendees particularly mentioned the evening activities as a standout.