International Sustainable Mobility Summit in Brussels
WMH Project designed and orchestrated an international summit dedicated to decarbonising land transport in Europe, bringing together 365 public and private decision-makers in Brussels. Built on a "Welcome to 2035" backcasting concept, the event exceeded its attendance targets and posted an NPS of 71.
Why choose backcasting for a mobility summit?
Rather than projecting uncertain forecasts, WMH Project reversed the perspective. The "Welcome to 2035" concept invites participants to consider the decarbonisation of European land transport as already achieved, then to reconstruct the path travelled: key milestones, technological, regulatory and sociological obstacles, and the levers activated. This turns an anxiety-inducing mandate into a mobilising narrative and gives the event a clear editorial backbone.
How do you unite 27 organisations around a single event?
Over nine months, the ecosystem's members took ownership of the event through workshops and co-designed formats. The challenge: coordinating multinationals' agendas, mobilising key figures from the outset and aligning divergent expectations. The method relied on short, well-prepared workshops, appointments set months in advance, systematic briefs and reports, and open co-construction between stakeholders.
What is the point of a 3D simulation before the event?
Six months before opening, a scan of the venue and full 3D modelling made it possible to control every detail: circulation flows, scenography, space layout. This tool also helped engage members by showing them the final experience well in advance, reducing uncertainty and aligning decisions.
Which devices structured the on-site experience?
The scenography featured an arch symbolising time travel and a rotating circular stage for close-up listening. The programme combined 4 panels each bringing together a leader, a European institution and civil society, 5 interactive sessions, and a dedicated innovation exhibition space. Networking relied on connected badges, an exchange wall, artistic performances and a photobooth projecting participants' faces in 2035.
How do you design a summit that is both desirable and sustainable?
The responsible approach was built in from the design stage: a natively eco-responsible venue, central in Europe and rail-accessible; 90% of equipment rented locally; undated materials for reuse; catering estimated precisely with surplus redistribution; single-use plastic removed; an electric shuttle and carpooling promoted. A full CSR assessment was produced post-event to define areas for improvement. Real-time photo coverage, powered by AI, amplified reach.
What results did the event achieve?
365 participants (target 350), 127 organisations represented, an NPS of 71 across 376 feedback responses, more than 600 social mentions and 2.2 million impressions. The event exceeded its participation and engagement targets.
Designed and orchestrated by WMH Project — We Make It Happen.
FAQ
What is backcasting applied to an event?
It is a narrative approach that starts from a desired future (here 2035, with decarbonised mobility achieved) and traces back the steps, obstacles and levers needed to get there. It turns an abstract ambition into a shared roadmap.
How can an international summit be eco-responsible?
Through a central rail-accessible venue, 90% of equipment rented locally, reusable undated materials, precisely estimated catering with surplus redistribution, removal of single-use plastic, an electric shuttle and a post-event CSR assessment.
What results can such a summit achieve?
This event gathered 365 participants against a target of 350, 127 organisations represented, an NPS of 71 and more than 2.2 million social media impressions.