Workday Rising EMEA 2024

Client: Workday

RAI Amsterdam

Elevating Workday Rising EMEA from ordinary expo to extraordinary destination.

Workday Rising EMEA 2024 transformed a traditional expo into an immersive “Forever Forward Neighbourhood,” a vibrant, community-driven environment that showcased Workday’s leadership in AI and innovation. Held over three days at the RAI, Amsterdam, the event attracted over 5,000 attendees from 58 countries—an 18% increase from the previous year.

The challenge was to shift perceptions and deliver an engaging, memorable experience that embodied Workday’s “Forever Forward” philosophy. To achieve this, the Sparks team developed a concept centered on community, collaboration, and cutting-edge technology, designed to foster connection, inspire creativity, and demonstrate the power of AI-driven solutions.

Experiences included destination zones, pop-up collaborations, and immersive demos, such as the “Wonder Arena”—a multi-sensory environment showcasing Workday’s platform. The “Customer Innovation Playground” highlighted success stories from partners like Maersk, Puma, and McLaren, allowing visitors to see firsthand how Workday’s solutions drive industry transformation. The event was thoughtfully integrated with the Amsterdam locale, incorporating visual elements reflecting the city’s vibrancy, even amid a last-minute relocation from London.

Despite a compressed timeline, the event was a cultural and technological success, reaffirming Workday’s innovative edge and strengthening its reputation as a trusted partner in AI. With comprehensive engagement metrics, the event contributed to pipeline acceleration and market share growth.

Adrian Hill, Workday’s Executive Creative Director, praised the partnership with Sparks for delivering a best-in-class experience that exceeded expectations and laid a solid foundation for future growth.