Flagship Customer Experience · Brand & Community
Big Deel London
London · 2026
Business, culture and community in one room.
A flagship Deel experience bringing hundreds of customers, prospects and partners together through product, ideas, connection and culture.
Hundreds
Attendees
SMB · Mid-Market · Enterprise
Audience
London
Location
Flagship Customer Experience
Format
The Challenge
Big Deel had to serve several purposes at once - bringing customers and prospects across SMB, Mid-Market and Enterprise into one room while making space for product discovery, thought leadership, partner connection, community and brand experience.
The substance of a business summit, without the feel of a corporate conference.
Business meets culture.
Big Deel was designed as more than a customer conference. Taking place during a major summer of football, the creative direction tapped into the energy around the sport alongside a wider sense of British culture and nostalgia.
Business content, product storytelling and industry conversation sat beside entertainment and culturally relevant moments built specifically for London.
The intention was an environment where commercial conversations and genuine experience could coexist.
The operational structure supported the business objectives. The experience design made people want to be there.
The Experience
Product
Creating opportunities for customers and prospects to discover Deel's products, capabilities and latest thinking.
Thought leadership
Bringing relevant industry conversations, ideas and expertise onto the stage.
Connection
An environment for customers, prospects, partners and the wider Deel community to build meaningful relationships.
Culture
Entertainment, location and culturally relevant moments turning a business summit into a brand experience people remembered.
A distinctly London experience.
The creative concept was tied to the city and the cultural moment around the event. Football energy provided one layer. British music and nostalgia provided another.
Rather than applying a generic theme, these references gave Big Deel a stronger sense of place, personality and occasion.
The cultural moment
An iconic British moment.
Mel C brought a hit of British nostalgia to Big Deel, creating one of the defining cultural moments of the experience.
Her presence connected the energy of a modern business summit with an instantly recognisable piece of British pop culture - adding entertainment and emotion without losing the strategic purpose of the event.
Beyond the main stage
Select partnership meetings were hosted at the St. Pancras Renaissance Hotel - the London location used in the Spice Girls' Wannabe video.
With Mel C part of the Big Deel experience, the choice created another quiet connection between British nostalgia, partnership engagement and experience design.
Town Hall, London
Big Deel was hosted at Town Hall, using the character, architecture and scale of the building as part of the experience rather than as a container for it.
Period rooms, a full-scale main stage, brand integration and space for partners and conversation all lived within the same footprint.
One experience. Multiple audiences.
Hundreds
Attendees · SMB · Mid-Market · Enterprise
Big Deel brought together customers, prospects, partners and industry leaders across the Deel ecosystem.
The experience needed to deliver value at every stage of the customer journey — from discovery and product education through to deeper customer and partner relationships.
Objectives
Customer Engagement
Prospect Engagement
Product Education
Thought Leadership
Partner Engagement
Brand Awareness
- Audience
- SMB · Mid-Market · Enterprise
- Attendance
- Hundreds
- Format
- Flagship Customer Experience
- Location
- London
My Role
Event Strategy · Experience Design · Production Leadership · Partner & Stakeholder Management
Next project
Global Kickoff · Dubai
Company & Leadership Experience