The grand central London landmark building of Somerset House marks its 25th anniversary as an events venue this year. Their latest insights paper, โAn Eventful 25 yearsโ, is a sector-focused review of events evolution over the last quarter century and how it looks set to transform in the decades ahead…
Launched as part of Somerset Houseโs 25th anniversary programme, the paper draws on perspectives from its resident community, creative partners and accredited suppliers. The aim is to analyse key shifts across audience behaviour, technology, sustainability, catering, floristry and production.
Bringing culture and commerce together
Positioned at the intersection of culture and commerce, Somerset House has become a barometer for eventโsector change. The venue hosts major commercial events, brand activations, corporate gatherings and cultural showcases from partners including Dior, MMGY Global and London Design Biennale.
The paper highlights how the UKโs events ecosystem has evolved, whilst outlining the key forces shaping contemporary events and setting out bold predictions for the future of the sector.
Key insights from 25 years of event evolution and what to expect next include:
1. A shift in audience expectations
Event attendees expect immersive, participatory experiences moving well beyond keynote-led agendas. Curated interaction, emotional resonance, narrativeโdriven content and onโsite personalisation are now central to event success.
2. Technology is reshaping event design and delivery
The paper highlights the acceleration of:
โข AIโenabled personalisation and agenda-shaping
โข Sensoryโenhanced environments
โข Hybrid and multi-access participation models
Technology now plays a strategic role in experience design, measurement and operational delivery.
3. Sustainability has moved from priority to baseline expectation
From zeroโwaste menus and plantโforward dining to foamโfree floristry, carbonโtracking tools and modular scenic design, the requirement for environmentally friendly events is considered as non-negotiable in venue and supplier section.
4. Catering reflects cultural and generational change
Food now plays a key role in reinforcing brand values and event identity with caterers reporting a shift towards ingredientโled storytelling, circular systems, and inclusive menu design. Plantโcentric and hyperโlocal dishes now reflect both guest expectations and wider cultural movements.
5. Floristry has become a core part of experience design
Floral design has evolved from decoration to narrative – driven by socialโmediaโready installations, multiโsensory storytelling, circular supply chains and collaborations with local growers and charitable partners.
6. Production innovation is accelerating
Across the industry, production partners highlight growth in:
โข Immersive AV environments
โข AIโdriven technical precision
โข Sustainable scenic builds
โข Dataโbacked content optimisation
The report forecasts that AIโdesigned environments and XR-infused performance will soon become mainstream.
7. Long-term trend-watching signals events sector in transition
The paperโs forwardโlooking โ25 for 25โ map forecasts developments including:
- ROIโdriven event design
- Carbonโlinked budgeting
- Emotion-responsive environments
- Hyperโpersonalised attendee journeys
- Greater integration of wellbeing and neuroโinclusive design
Jenny Freestone, Commercial Director at Somerset House, comments: โThis paper reflects not only the extraordinary evolution of Somerset House, but of the entire events sector. Over 25 years we have seen events shift from traditional gatherings to powerful cultural moments that build community, shape behaviour and define brands. As the Home of Cultural Innovators, weโre proud to share insights that celebrate creativity, champion diversity, and help the industry navigate what the next quarterโcentury might hold.โ
