This study explores the trends, influencers and processes involved in event design, particularly in the UK private event sector. Specifically, this study identifies how design ideas are transmitted between event professionals and clients and examine the opportunities available for clients to contribute their ideas throughout the event design process. In-depth interviews with 14 event professionals were conducted in the UK. Data were analysed using inductive thematic coding to identify and analyse themes emerging from the relevant data. The results indicate that prioritising the “wow factor” in design, meticulous planning, and budgeting is crucial for successful events. Furthermore, social media is vital for keeping up with trending designs and inspiration. Neglecting these elements can lead to obstacles in meeting expectations. Event design is essential and has over time evolved. Therefore, understanding how designers perceive and execute the design to meet clients’ evolving demands is crucial. Co-creation between clients and designers is essential for successful event planning and execution. Event design is essential and has over time evolved. Therefore, understanding how designers perceive and execute the design to meet clients’ evolving demands is crucial. Co-creation between clients and designers is essential for successful event planning and execution.

DOI: https://doi.org/10.21863/ijhts/2024.17.4.003