首届PULSE Forum在里加举办，汇聚17国专业人士共探波罗的海活动产业未来

The advent of the PULSE Forum

Held at the former industrial railway depot Hanzas Perons, the nascent PULSE Forum brought together the Baltics’ events industry and international globetrotting speakers in Riga between 28 and 29 October 2026. Kongres Magazine joined the forum to keep a finger on the pulse of Baltic creativity and the region’s event potential. With recognisable branding front and centre, attention to detail at every step, and sartorial elegance in the staff attire and chic industrial decor, the event proved Latvia’s immense potential as a capital for Baltic events. So what is the pulse of the Baltics?

Hanzas Perons, a repurposed former station, glowed with iridescent light as we entered. With former stage infrastructure doubling as seating, creative minds, Latvian design eminence, and international speakers trickling in, the stage was set. Over two days, Riga showed how the Baltics can innovate. Professionals from 17 countries, including the Baltic states, Germany, Sweden, the Netherlands, Denmark, Norway, Finland, Romania, Slovenia, Bulgaria, and Ukraine, attended.

In his introductory remarks, Riga’s mayor, Viesturs Kleinbergs, commented on the city’s appeal: “We have the talent, creativity, and venues.” This was attested throughout the day, with an excellent lineup of local and international speakers. The first keynote featured Mārtiņš Daugulis, a Latvian anthropologist who made a bold claim: events are the last frontier for belonging in an era of untogetherness. He drew a brilliant parallel between Nomikai, a traditional group drinking party and the phenomenon of the European carnival as two vestiges of real togetherness. His message was straightforward: we must preserve events as the last spaces for real human connection.

Belonging makes people stay

Janne Bjorge, the iconic Swedish brand designer, delved into belonging at events, following the common thread of togetherness. Drawing on his rich experience, Janne talked about unreasonable growth: how brands must grow consistently. Janne outlined his perennial problem with discrepancies in brand experience that stem from leadership issues. There is a difference between the promise and the deliverable – brand experience. He mentioned one of their most successful media campaigns for Vattenfall, where they engaged Samuel L. Jackson to spread awareness about offshore wind power. He finished by saying belonging makes people stay; when people matter, people contribute. This aligned with the event’s vision: PULSE Forum aims to bring people together to feel like they belong to one aligned industry.

When people matter, people contribute.

Next came Stefan Donbek, who stands behind high-level production of stars like Alan Walker. He mentioned what nobody notices: great technical production. He gave kudos to the team behind the success – the suppliers and crew. Using retrograde storytelling, he took attendees on a journey from the big show to the first idea. From there, the event moved to a panel on the future of cities, where the interlocutors discussed how cities change to meet attendees’ needs and how unique venues continue to nurture space.

A brand that prompts jealousy is a good brand

Another keynote came from Jens Oliver Mayer of Jack Morton Worldwide, who discussed brands that make others jealous. He said a brand should be missed if it disappears overnight. Building on that idea, true brand experiences today must integrate AI efficiently, but remain human-led.

Concluding day one was Patrick Roubreoks, Director of Netherlands-based agency XSAGA, who explained how to turn inspiration into creation. Having organised some of the most awarded global events, he advised organisers to borrow ideas from anywhere that fuels their imagination, while giving credit where it is due. This rounded off the first day’s focus on belonging, branding, and creative process.

Standing ovations for Ukraine’s resilience

The second day began with a stay-or-fly debate about globetrotting Latvians, where attendees heard from successful Latvians who had worked outside the country and why they chose to stay or go abroad. This was followed by a presentation that moved the entire hall. Natali Shestakova from Plombir Events discussed the realities of operating under uncertainty in Ukraine. An emotional talk about disinformation, resilience, and the reality behind media outlets showcased how Ukrainian people remain optimistic despite inhumane conditions, in her words: “The war catalysed culture, helping people rediscover erased Ukrainian culture. Our language became our nation’s shield. In a world that seems to be falling apart, the only truly stable value is the connection between people.” Prompting standing ovations and a few-minute-long applause, her message sent shivers down the audience’s spines.

“In a world that seems to be falling apart, the only truly stable value is the connection between people.”

Next came Amsterdam-based, Latvian-born designer Germans Ermičs, a graduate of the Design Academy Eindhoven, whose work features refined, ethereal glass furniture and immersive installations. He has received international awards for his design, participated in fairs including Salone del Mobile, PAD, and Design Miami, and is never afraid to take on new challenges. In his keynote, he discussed his curiosity for trying new things. Recently, he curated an impressive theatre set design and even became a costume designer. Talking about curiosity and thinking beyond borders, Germans put it this way: “You shouldn’t limit your expertise to what you can do yourself. What matters more is working with others, building trust and creating collaborations.” His message echoed the forum’s core message: the Baltics and the industry must work together.

The forum concluded with an eye-opening venture into the world of gastronomy. Jon Angelo Gjetting, Creative Director at the Michelin-awarded, world-famous The Alchemist in Copenhagen, shared the nuts and bolts of how a 20+ strong team curates extraordinary sensory and epicurean impulses. The experience at The Alchemist is not just about the cuisine; attendees are prompted to consider global problems and their own actions, and after 50 bespoke impressions, come out transformed. His team use a methodology dubbed “DEVICE” to make the transformative journey. He concluded by saying they always challenge themselves to reinvent, and they will take the next five months to reconsider the entire concept completely. That final note carried the forum from inspiration to reinvention.

Five key takeaways from the content programme

1. Belonging is the footing for a robust Baltic events industry

Mārtiņš Daugulis described events as some of the last spaces for fostering genuine human connections, while Janne Bjorge argued that belonging keeps people engaged and contributing. Their shared message resonated with PULSE Forum’s purpose: giving Baltic event professionals a place to develop a collective identity. Building on that connection beyond Riga will be essential to lasting regional cooperation.

2. Technology needs human judgement

Jens Oliver Mayer argued that memorable brand experiences should integrate AI while remaining human-led. His challenge, whether a brand would be missed if it disappeared overnight, offered a useful test of relevance. From that starting point, Baltic agencies can use technology to strengthen distinctive ideas and meaningful experiences.

3. Baltic creativity can reach higher through collaboration

Latvian designer Germans Ermičs encouraged professionals to look beyond their own expertise and borders, build trust and collaborate across disciplines. Patrick Roubreoks of XSAGA advocated drawing inspiration widely and acknowledging its sources, while Stefan Donbek highlighted the crews and suppliers behind outstanding production. Together, their message was clear: Baltic creativity grows stronger through collaboration.

4. Human connection breeds resilience

Natali Shestakova of Ukraine’s Plombir Events highlighted discussions of uncertainty, explaining how war has intensified the rediscovery and defence of Ukrainian culture. For the neighbouring Baltic region, it reinforced the significance of events as places where communities preserve cultural expression and maintain solidarity under pressure. In that context, the Baltic countries, Latvia in particular, have stood by their fellow Ukrainian event organisers in a show of defiance and empathy. In August 2023, for instance, Skudras Metropole and Natali Shestakova created the award-winning project “Ukraine. Residence of Freedom,” a socio-cultural project in Riga.

5. Experience design should give people something to reconsider

Jon Angelo Gjetting showed how gastronomy, scenography and storytelling can prompt guests to reflect on global issues and their own behaviour. The sequence of 50 impressions demonstrated the discipline behind an experience designed to change perspectives. For Baltic organisers, the lesson is to connect local culture, design and cuisine through a coherent narrative that gives every sensory element a purpose. Charting their own path and story should be a priority for the Baltics.

Ushering in a new era for Latvia’s events industry

Across Europe, regions host events, festivals, and forums that bring together regional event agencies, clients, and creative thinkers and advance the industry. New Europe has the Unicorn Awards, Portugal has REINVENT, but the Baltics, a region of immense creative potential, acumen and event know-how, hitherto had to meet abroad to share ideas. That has now changed: PULSE Forum has shown that the Baltics can meet together, discuss the industry’s flaws and benefits, and strengthen cooperation rather than rivalry.

the organisers are constructing a forum that will, hopefully, become an annual tradition and a celebration of Baltic creativity and unusual approaches.

Laying out the vision and building the event mosaic that PULSE aims to become, Toms Veiss, the founder of the forum, said: “We are creating a platform for people who do not want simply to follow trends, but to create them. In the future, we will work toward another excellent speaker lineup, and we will focus on what is relevant. I no longer think of Latvia in isolation, but of the three countries together.” The realisation sank in as the forum drew to a close: the organisers are constructing a forum that will, hopefully, become an annual tradition and a celebration of Baltic creativity and unusual approaches.

To hark back to the rumination in the title: the “New Nordics” have always deserved an agora for the events industry, because they deserve a place to share inspiration, discuss challenges, recognise excellence, and build belonging. PULSE Forum has the potential to be the perpetuum mobile that will drive the Baltics to evolve every year.

After three days of savouring Latvian cuisine, absorbing riveting content, and chatting with Baltic creatives, one thing remains certain: Toms Veiss and his team, along with the event’s sponsors and partners, have united the Baltics under one roof, a task not as easy as it sounds.

Learn more about the event here: https://www.pulseforum.co/.

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