Maximilian Souchay: What makes live the strongest form of communication?

What makes a story truly powerful? How do wow moments emerge—those that leave a lasting impression? And why is it essential to think ahead as a strategic creative partner and bring passion to every project?

Together with Maximilian Souchay, founder of Live Lab, Bernadette and Jonathan reflect on a decade of live communication. They explore how live experiences uniquely connect brands, people, and stories—and why creative ambition and client success are inseparably linked. 

Guest: Maximilian Souchay 

Maximilian studied Marketing in Bern and Cultural Management and Acting in Liverpool. Before founding Live Lab in 2015, he held various leadership positions in the event industry.

Credits 

A special thank you to Carlo Angelini, Laetizia Cimino, Alexander Doujak, Thomas Fink, Carola Frerker, and Andreas Messerli for their heartfelt surprise messages celebrating Live Lab’s 10th anniversary. 

Cases discussed 

Tata Consultancy Services (TCS) hosted an exclusive dinner inside the Dome during the Annual Meeting in Davos 2024. Stunning 360-degree projections transported guests into immersive natural worlds, emphasizing the importance of environmental protection. 

The ABB Jubilee Celebration, successfully staged by Live Lab for years, honors employees’ long-standing commitment with impressive concepts—including a 3D diamond, symbolizing the diversity and value of the workforce.

For Alpiq, we focused on strong storytelling: Over the course of a multi-month campaign, the nature spirit Dora guided employees through different chapters, like in an expedition journal.