Braze City x City Roadshow - Global Roadshow

Scaling a global roadshow into three immersive flagship experiences

Braze, the leading customer engagement platform, set out to expand its celebrated City x City roadshow across London, Singapore and Sydney in 2024 as part of a six-city global tour spanning from New York to Tokyo. Following a standout Singapore event in 2023, Braze engaged CAPITAL-e to raise the bar and deliver three world-class events that brought the brand promise Be Absolutely Engaging™ to life.

The challenge was clear: scale the experience across three distinct markets while maintaining creative consistency, operational excellence and premium guest experience. Each event needed to attract senior decision-makers, exceed attendance targets, strengthen partner relationships and generate pipeline, while also launching Sydney’s first-ever City x City event with impact.

Designing Immersive Brand Experiences at Scale

CAPITAL-e transformed iconic venues into fully immersive Braze environments, with every detail carefully designed to enhance engagement. Custom scent diffusers, branded furniture, strategic lighting, digital animations, premium lounges and floor-to-ceiling supergraphics worked together to create high-impact spaces built for connection.

Interactive photo moments, vinyl window graphics and custom floor decals created memorable touchpoints throughout each venue, while the Braze Hub design featured multiple engagement stations for product exploration and personal conversations.

Exceeding Targets and Energising Industry Leaders

Across the three events, Braze welcomed 1,900 industry leaders, 127% of target, exceeding attendance expectations by 27%. London became the largest event of the roadshow with 1,000 attendees, Singapore achieved 400 attendees (160% of target), and Sydney launched successfully with 500 attendees (143% of target).

The program featured standout speakers from brands including Canva, THE ICONIC, Airtasker, Ogilvy, ASOS and KLARNA, supported by curated catering, cocktail-style networking and surprise moments like nitro-popcorn activations.

CAPITAL-e delivered end-to-end event management including venue sourcing, creative development, technical production, expo build, onsite delivery and attendee experience — and created a best-practice event playbook to support future City x City events worldwide.

Client Testimonial

“Event production is always a balancing act. Budget versus experience. Anticipation versus expectation. Creative versus logistics. But with the right agency partner, the balance becomes harmony. CAPITAL-e is that partner.”

— Sarah Reed, Former VP, Global Events & Content, Braze