How to make a leadership event 'rock'

Amsterdam Business Forum takes place in an unusual venue: one of Amsterdam’s most famous concert halls, AFAS Live. This choice comes with big advantages, a few challenges, and - perhaps most interestingly - a remarkable backstory.
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It all started with Obama and K3

Our partnership with AFAS Live began in 2018 with a story to remember. DenkProducties managed to bring former President Barack Obama to the Netherlands for his first talk after leaving the White House. As founding partner AFAS Software, naturally wanted the event to be held at the venue that carries their name: AFAS Live.

There was just one problem: the venue was already booked for the same day.

After some digging, we discovered that the booking was a setup day for three concerts by the Belgian girl-pop band K3. Their massive stage concepts require multiple build-up days, and this was the final one before their concert run.

Our solution? We asked Studio 100, K3’s producer, if they could start building one day earlier and let us use the stage for Obama. And … they said yes! We created a new visual identity for the LED screens, and Obama did his “gig” on the K3 stage. He never knew.

That kind of creative thinking was the start of a long-term partnership.

Extra impact with a concert setup

Using a concert hall as a conference venue brings one huge advantage: you can create a stage that truly rocks. Concerts are famous for their jaw-dropping stage designs and spectacular show elements. A concert is never just music - it’s a full visual experience.

At Amsterdam Business Forum, our mission is to bring that concert mindset into leadership events. Speakers present in a setting with flawless sound and stunning visuals, making their message even more powerful.
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The challenge: Creating a conference lobby

AFAS Live does have one key challenge: its lobby is designed for concerts, not conferences. At a concert, visitors grab one beer at the bar before entering the arena. At a conference, you need all-day catering and networking spaces - about three to four times more square meters per person.

Our solution? We add extra lobby spaces around AFAS Live, including:
• A custom-built 650 m² pavilion in front of the entrance
• Two restaurants transformed into event lobbies
• One cinema used as a breakout venue
• Five+ event rooms in the Johan Cruyff Arena for side sessions

The result: a mainstage that rocks, surrounded by a small “village” of lobbies that create the perfect ABF experience.