Anaïs Lorette, Event Manager at Agoria: “In-person events connect, surprise, and make a lasting impact.”
In recent years, the world has rediscovered just how essential human contact truly is, even in our hyper-connected age. In a sector like technology, this truth is more relevant than ever. At Agoria, the Belgian federation for technology companies, there’s a firm belief that the future of innovation is also shaped in person: meeting face to face, exchanging ideas, co-creating, physically. Because when it comes to connecting economic actors, defending their interests, and driving their growth, there’s nothing more powerful than a well-designed, and well-lived, event.
Anaïs Lorette, Event Manager at Agoria, shares her perspective on the comeback of physical events and what truly makes the difference.
A career based on passion and on-the-ground experience
When Anaïs joined Agoria in the wake of Covid, she gave in-person events a central place in her work once again.
Anaïs: “I’ve always worked in events. For ten years, I was involved with the Brussels Motor Show, a logistical giant, but more than anything, an explosion of collective energy. Our core strength was bringing people together, creating excitement, delivering shared experiences. The last show I co-organized was in 2020, just before everything came to a halt.
“The sector took a serious hit. For me, that was the sign that it was time for a new direction. I joined Agoria for what was meant to be a six-month temporary role. Today, I lead the Events team. There are five of us, and we live and breathe in-person connection. We design, organise, and bring to life meaningful encounters between members.”
Digital has strengths, but human connection drives real impact.
At the heart of Belgium’s tech ecosystem, Agoria understands better than anyone: ideas travel faster in person.
Anaïs: “When I joined Agoria, we were still navigating health regulations. Yet even then, you could feel it, people were eager to reconnect. Humans need contact. Screens can’t replace body language, atmosphere, or the emotion that fills a room. Of course, digital formats have their place. For webinars or pure information sharing, they’re very effective. But when the goal is connection, inspiration, or business development, digital reaches its limits quickly. It remains, of course, complementary to face-to-face learning and becomes an integral part of the overall experience.”
Turning events into multifaceted platforms
Through its events, Agoria creates business opportunities, shares expertise, and reinforces its image as a vibrant, innovative federation.
Anaïs: “We don’t do events just to tick a box. Every one of them is designed to deliver value. For our members, they are opportunities for visibility, partnerships, and knowledge exchange. Take our Corporate Event, for example. We created a trade fair with multiple pitching sessions on two stages simultaneously, a plenary session… all in just a few hours. It was fast-paced, dynamic, immersive. And that kind of format simply can’t be replicated online. In-person isn’t just a format; it’s a full experience. You engage in all five senses. You create memories. And that stays with people.”
Hybrid? A useful tool, not the future
With the rise of digital tools, Agoria maintains a clear stance: technology is there to support real-life encounters.
Anaïs: “I’m a bit torn on the concept of hybrid as a true evolution. Sure, livestreaming or broadcasting a plenary session can be helpful. But real interaction, real exchange, that’s hard to replicate for remote participants.”
“Of course, we keep exploring and testing new hybrid formats. We’re also looking into how AI might enhance events. But as long as our members keep telling us, ‘We want to meet, we want face-to-face connection,’ in-person get togethers will remain one of the components of our strategy.”
A successful event? Organization, anticipation, and good relationships based on trust.
That’s where BluePoint plays a key role, a modern, versatile event venue that aligns perfectly with Agoria’s mission. Flexible, professional, and built for co-creation.
Anaïs: “For me, organising an event is a bit like planning a wedding, no second chances. Everything needs to be on point, smooth, seamless, and aligned. And that only works with real partners, not just suppliers. What I really appreciate about BluePoint Antwerpen is their proactive mindset, flexibility, and willingness to co-create. The team doesn’t just deliver, they think along with us, adapt, suggest ideas.”
“And of course, the venue itself matters too. The recent upgrades at BluePoint Antwerpen have made the space even more modular. The rooms are bright, accessible, and well-designed. Plus, the location is just outside the city centre, so we avoid the usual traffic stress. Organising an event at BluePoint is plug-and-play. It allows me to focus on what really matters: high-quality content, flawless event flow, and participant satisfaction.”
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