Allianz Stadium in Twickenham has released research on the concept of ‘event flow’, a concept that explores how people respond to their surroundings. The stadium partnered with ‘The Event Psychologist’, Kelly McCormack, to help explain the findings.
One basic principle of event flow is that movement is essential to inspiring excitement and intrigue at events. Spacing and positioning of areas within a venue is important for this, according to the research. Ease of access between conference space and breakout areas, for example, encourage movement and prime attendees to be active and engaged in their surroundings.
McCormack explained: “Within the flow state, our minds are continuously anticipating what may occur next; therefore, incorporating movement during the event can enhance attendees’ experiences.”
She continued: “Conversely, remaining stationary may transition attendees into a lower flow state, potentially resulting in emotions such as apathy, worry, anxiety, or boredom, which exists between these two states.”
Head of business development at Allianz Stadium Johanna Byrane added: “We hope these findings will be informative for event professionals and considered as part of the event planning process.”
Allianz Stadium recently rebranded from Twickenham Stadium. The venue features 34 event spaces and is attempting to apply the principles of event flow to its layout.
