IMEX Frankfurt
  • IMEX Frankfurt
  • Programme
  • IMEX America
  • Sign In
  • Daily News
  • Destinations
  • Accommodation & Venues
  • Happenings
  • Featured Exhibitors
  • Register Now
Topics
  • Daily News
  • Destinations
  • Accommodation & Venues
  • Happenings
  • Featured Exhibitors
  • Register Now
Resources
  • IMEX Frankfurt
  • Programme
  • IMEX America
  • Sign In
Twitter X icon Facebook iconInstagram iconYouTube iconLinkedIn icon
May 23rd, 2023

Cultivating belonging with Google Xi and Storycraft Lab


Megan Henshall
Megan Henshall

Megan Henshall, Google’s Global Events Strategic Solutions Lead, and Naomi Crellin, CEO of Storycraft Lab, invited participants to answer the question ‘How might we create an industry design practice around belonging?’ at one of their Tuesday Google Xi CoLab sessions.

"Belonging is a key value that we’ve not been cultivating,” explained Megan as she emphasised the need to design events with belonging at their core. Post-it notes in hand, Megan and Naomi diligently wrote down every idea on belonging the audience could think of. “Facts are feelings,” suggested one audience member when prompted to think about the measurability of belonging. Technology such as Zenus AI facial analysis was recommended by another as a way to collect data at meetings and events to measure belonging. Exhibiting at IMEX, Zenus AI captures impressions and sentiments in any environment without crossing the privacy line.  

As the physical wall of thought, in the form of bright pink post-it notes, built up on the Google Xi CoLaboratory space in Hall 9, the audience explored how to best build a business case for belonging. Shared ownership, accessibility and the creation of a conversation led by empathy with your attendees are the starting blocks.

"It isn’t a binary condition; it’s a journey." Naomi clarified as audience members asked how they can make sure there is no exclusion from the feeling of belonging at their events. At the heart of this session was the overriding principle that creating belonging at events is a purpose-led process. Without purpose in your business, you can’t even begin to start creating events with belonging at their core.  

Megan Henshall at IMEX

Naomi Crellin at IMEX

More Content
Boe03391
Daily News
IMEX 2023: 'the World Cup of IMEXs'
Jun 6th, 2023
Boe04766
Daily News
Your Disneyland, our happy place
Jun 6th, 2023
Boe06651
Daily News
An uplifting global coming together
Jun 6th, 2023
Boe06070
Daily News
Thank you for joining us
Jun 6th, 2023
Day 2 Press Release Dsc 3060
Daily News
How nature, technology – and baby showers – fuel event design
May 24th, 2023
Editor's Choice Dsc 4371
Daily News
Editor’s Choice for a fun final day at IMEX
May 24th, 2023
How To Attrach Attention Janet Sperstad Dsc 4121
Daily News
How to attract attention
May 24th, 2023
Policy Forum Boe09579
Daily News
Global policy leaders gather at IMEX
May 24th, 2023
Mary Casey
Daily News
Championing the best in class
May 24th, 2023
Jonas Olsson
Daily News
Question of the day
May 24th, 2023
Day One Release Dsc 1734 (1)
Daily News
Belonging, bleisure and a desire for balance
May 23rd, 2023
Editor's Choice
Daily News
Editor’s Choice for a winning Wednesday
May 23rd, 2023
IMEX Frankfurt
Twitter X icon Facebook iconInstagram iconYouTube iconLinkedIn icon
© 2025 Ascend Media. All rights reserved.