Client: SoftServe
Event: SoftServe UK Executive Summit
Date: 12th March 2026
No of guests: 85
Event space: Smith Centre and Space
What was the event brief & objective?
This is our annual flagship event that has been created to bring together our clients and key prospects in a meaningful way. In partnership with AWS, our objective was to share insights, learn from industry experts, and create a space for open conversation and networking.
The event combined a morning to late afternoon conference, with an evening cocktail reception and three‑course dinner, striking a balance between business and pleasure. An informal format, with food stations and a free‑flowing schedule, helped create a relaxed atmosphere where guests could engage with content at their own pace and connect naturally with peers throughout the day.
Why was the Science Museum chosen for this event?
We first hosted this event at the Science Museum in 2025, which also marked the first time we had delivered an event of this scale in the UK. The experience was extremely positive, so returning felt like a natural next step as the event continued to grow.
We felt strongly about choosing the museum again, as it gave us the opportunity to build on that success – and you can’t get a much cooler, or more appropriate venue. As a company, we encourage innovation while appreciating history and the journey of growth, and there’s a real synergy between what the Science Museum embodies and what SoftServe stands for. We didn’t want a blank‑canvas, modern building; we wanted somewhere impressive, with character and points of history that would resonate with our guests.
What sort of experience did you want to create?
We wanted to create a relaxed, easy, but intellectually stimulating atmosphere where guests felt comfortable and genuinely looked after. With a relatively light agenda – combining working sessions, natural breaks, a cocktail reception and dinner – the experience was designed to feel well paced and considered, rather than overly structured.
Our audience was largely C‑suite and director‑level contacts, so it was important that the experience felt relaxed and respectful of their time. The end customer was always front of mind, with a strong focus on creating a comfortable setting that encouraged dialogue, learning and networking, without guests feeling like they were being held hostage in a venue.
Overall, we aimed to strike the right balance between business and pleasure, delivering an environment that naturally lent itself to conversation, connection and engagement throughout the day.
What made you decide on the combination of Smith Centre and Space for your event?
We wanted to do something slightly different to last year, when we used the Flight gallery and Smith Centre, while still building on what worked so well. The Smith Centre really served its purpose again as a conference space – it’s bright, full of natural light, and not overwhelming or distracting. We liked that guests weren’t shut away in a dark room; the character, décor and overall feel of the space made it both impressive and comfortable.
From a production perspective, the room worked beautifully. Branding either side of the central artwork helped the space feel grand, with screens positioned either side to support the content delivered on stage by our speakers. Having access to the outside area was also key – we used it for lunch and food stations, allowing guests to step out for fresh air. It’s a space we love, perfectly suited to the numbers, with room to grow, and the back‑of‑house areas were incredibly useful from a logistics and cloakroom point of view.
For the evening, we wanted a new environment to differentiate the experience from the daytime and from last year, which led us to Space. It was the first dinner ever held there, which gave the event a real USP. With an astronaut attending and a keynote set against the backdrop of the moon, the synergy made complete sense. It’s a stunning gallery that didn’t need much dressing – the space speaks for itself.
We also loved that guests were able to travel through the museum to reach the dinner, giving them the chance to explore the museum out of hours. Choosing the most impressive route created a real “night at the museum” feel and helped deliver a cohesive, memorable experience from start to finish.
What was the benefit of using these spaces?
The Smith Centre worked extremely well for the daytime conference in a theatre‑style setup, keeping the sessions focused while still feeling open and welcoming. Access to the outside space was a huge benefit, giving guests the chance to get fresh air during breaks and making the experience feel more relaxed, with enough space for private conversations. The central painting and stage created a strong focal point, with the branding tying in seamlessly and adding to the overall impact.
For the evening, Space offered a completely different experience, hosting the cocktail reception and a three‑course seated dinner. Dining surrounded by space history was a real standout, made even more special by Tim Peake sharing his space station story and then being present in the room. Having an astronaut at the event felt like a natural fit for the museum and elevated the experience for guests.
Who were your catering and AV partners? Did they create anything bespoke for the event?
We partnered with Equip for AV and Social Pantry for catering.
Equip delivered production across the event, including staging, screens, sound, microphones and lighting, while supporting the first physical showcase of our new brand. The central painting in the Smith Centre was kept as a focal point, complemented by bespoke lighting and a lit walkway using tube lighting was created in Space to guide guests through the gallery and into the heart of the room.
Social Pantry curated a relaxed, themed catering experience. For the conference, we opted for food stations featuring Moroccan and Mexican cuisines, allowing guests to eat what they wanted, when they wanted.
The evening included space‑themed canapés and a bespoke dessert created especially for the event: a “planet in a bowl”, where cream was poured over a sphere to reveal a hidden cake inside.
What feedback did you receive from guests?
We had fantastic feedback with guests all saying how much they loved the venue.
‘The dinner was great in the museum, what an experience!’
‘It was an extremely well managed event and the event management staff from SoftServe were superb.’
‘Great venue and services, but mostly really insightful info from speakers, not least that they in some ways offered differing perspectives / approaches.’
‘Engaging insights, interesting speakers and great venue.’
‘Great content, it really was quite the day and an excellent night.’
Client testimonial:
“We couldn’t be happier with how the event came together. Hosting it at the Science Museum created something genuinely special. From the moment guests arrived, the setting, flow and atmosphere felt memorable and inspiring. Every detail was thoughtfully considered, and the way the spaces were used brought the whole experience to life, exceeding our expectations. Chloe was incredibly supportive throughout the process and a real pleasure to work with, making the planning process as enjoyable as the event itself.”
– Priya Kanda, Events Manager EMEA, SoftServe
