Event architecture converts brand targets into dramatic changes of space, staging of target group protagonists and dialogue zones. Sony Ericsson invites 250 major customers to a three-day event at Athens. The main focus is on a one-day workshop in an atmosphere of especially built corporate architecture. After the forenoon plenum and a lunch break, the guests return to a completely rebuilt space. In three settings, actors explain specific product information to the guests. Agility and power of innovation, lifestyle and design, target group orientation of main product lines are being communicated by architecture and dramaturgy.