A conversation with Amanda Armstrong, SVP, Industry Relations, Encore
IMEXscoop caught up with Encore’s Amanda Armstrong to get the low-down on their plans for IMEX Frankfurt this year.
We’re always excited to see what Encore will bring to IMEX each year. From your point of view, what will success look like for your activation at IMEX? And what are you aiming for people to feel as they step in?
Success for us is creating something people genuinely want to spend time in. We want guests to walk into our space and immediately feel energy, curiosity and possibility—the “wow” factor. If they leave inspired, with a fresh perspective on what live experiences can achieve, then we’ve done our job.
We also want meaningful conversations. IMEX is where our industry comes together, so success isn’t only measured by foot traffic, but by the quality of connections and ideas exchanged.
Without giving everything away, can you tell us what shape your activation will take, and why you’ve chosen the theme you have?
This year, participants will step into Encore’s Design Lab, an immersive environment inspired by our belief that great events are built through a blend of creativity, strategy and precision.
The experience draws on the idea that exceptional events are in your DNA. Every event has its own unique code, and when the right elements come together, something remarkable happens. We wanted to create a space that feels dynamic, intelligent and highly interactive, while showcasing how design thinking shapes every stage of the attendee journey.
On a personal note, my husband is a scientist working in genetics, so he’s excited to see this theme interpreted in our industry. I’m definitely scoring some bonus points at home with this activation!
Our Talking Point for 2026/2027 is Design Matters, an ethos that is clearly close to Encore’s heart. How much did our Talking Point influence you in this instance?
It resonated immediately. Design Matters aligns perfectly with how we think about experiences at Encore. Design is never just about how something looks. It’s about how people move, feel, engage and remember.
Your Talking Point gave us a strong springboard and reinforced something we already believe deeply: that thoughtful design has the power to transform business outcomes and human connection alike.
If someone only experiences one part of the activation, which moment would you choose and what do you think will make it stick?
I would say the central immersive moment at the heart of the experience is our Dome. It brings together motion, storytelling, technology and atmosphere in a way that surrounds you completely.
Participants remember immersive moments as they’re not simply looking at something, —they feel part of the experience. That emotional connection is what tends to stay with people long after the event closes.
Behind every seemingly effortless Encore activation, we know there’s a lot of planning! What technical/production elements are doing the heavy lifting to keep everything running smoothly?
As always, it’s the unseen excellence that makes the visible magic possible. Behind the scenes, there’s detailed pre-production, integrated content management, technical engineering, scenic execution and a highly experienced live team making constant adjustments in real time.
Ultimately, it’s our people at Encore who make the magic happen—specialists working in sync to deliver a seamless live experience.
When you look back at the end of the show, how will you know that your activation worked. Is it people’s behavior, the dwell time, the conversations sparked?
All of the above. We look at how participants engage naturally. Are they staying longer than expected, returning with colleagues, asking questions, sharing reactions, starting conversations?
For me, the strongest signal is when an experience creates momentum beyond the booth itself. If participants are still talking about it later in the day, or connecting it back to their own business challenges, then it has landed.
How can people take part when they’re at the show? Do they need to sign up in advance or can they just drop in?
They can absolutely drop in. We have designed the experience to be welcoming and accessible throughout the show.
Whether someone has five minutes or wants to spend more time grabbing a coffee, attending a thought leadership session or talking with our team, there will be something for them to engage with. We encourage people to come curious and ready to interact.
What else is happening for Encore at the show?
IMEX is always a fantastic platform for collaboration, and this year is no exception. We’ll be joined by partners and industry voices across the program, with thought leadership sessions, conversations on sustainability, innovation and the future of experiences.
It’s also a valuable opportunity for our global teams, customers and partners to come together in one place, strengthen relationships and explore what’s next for our industry.
As an IMEX regular, can you share one top tip for IMEX and one top tip for Frankfurt?
For IMEX, build space into your schedule. The best opportunities are often the unplanned ones, a chance meeting, an unexpected conversation or discovering an idea you weren’t actively looking for.
For Frankfurt, step outside the show for at least one evening and enjoy the city properly. Last year was my first time in Frankfurt, and I walked through the city center and had dinner by the river. It was a great way to recharge and reset before another busy day.
Encore booth 9004, Hall 9
Encore education at IMEX
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