the creative edge

It might seem like tech reigns supreme, but creativity is still one of the most powerful tools for transformation. The Creative Edge invites delegates to lean into their own artistic talents, unlocking new ways of thinking, problem-solving, and connecting. This track examines how our own innate creativity can spark deeper engagement, foster connections, and reshape the way we interact with each other, as well as how these elements shape meetings and events.

Through immersive workshops and dynamic sessions led by artists, designers, and creative thought leaders, participants will learn more about the role of creativity in storytelling and event design. Practical insights from fields like design, architecture, and visual storytelling will be blended with hands-on experiences that prompt delegates to awaken their inner innovator and understand how their own creativity can be a powerful tool for connection and change.

Creativity is the essential differentiator for navigating complexity and charting a bold, visionary future in the meetings and events industry. Far beyond artistry, creativity is a powerful strategic asset born from the heart — the emotional core that drives innovation, resilience, and meaningful engagement.

This track invites ICCA delegates to discover their own innate creative potential, inspired by successful entrepreneurs and leaders who have harnessed their creative selves to build transformative, thriving businesses. Delegates will unlock fresh perspectives, learning that creativity resides within everyone, irrespective of current self-perception, empowering them to lead with authenticity, originality, and strategic clarity. 

The track takes place at WOW – Cultural District Located in Vila Nova de Gaia, which overlooks the Douro River and historic city of Porto, WOW transforms 19th-century wine cellars into a vibrant district celebrating Portuguese gastronomy, artisanry, and cultural heritage.

WOW is a landmark destination, with museums, culinary spaces, conference venues, and panoramic terraces. It blends old and new, making it an ideal setting for a programme focused on imagination, reinvention, and emotional connection.

Key Highlights:

The Creative Edge at WOW is more than a learning experience. It takes participants on a personal creative journey of discovery, examining how the artist in us all can help drive personal and professional transformation. 

Get ready for a high-energy, transformative experience with four groundbreaking artists: Max Oliveira (B-Boy Max), Meg Williams, Mariana Duarte, and Miguel Guedes. This isn’t just a session—it’s a two-hour creative revolution set in Porto’s breathtaking WOW (World of Wine).

Max Oliveira—Porto’s breakdancing legend—doesn’t just break, he breaks the mold. As founder of Momentum Crew and creator of Portugal’s biggest urban dance events, he’s a force of infectious energy and innovation.

Meg Williams brings 20+ years of global festival magic, blending art, culture, and community to redefine how we connect and collaborate.

Mariana Duarte, architect and scenographer, crafts immersive event experiences that dazzle and inspire.

Miguel Guedes, rock musician, cultural leader, and President of Porto Ageas Coliseum, bridges music, law, and creative rights—proving art can change the world.

Join us and rethink the power of creativity! Are you ready to be inspired?