WAVE 2026
CLIENT
Parloa
WAVE 2026
WAVE is back in Berlin, and PENTA is participating as the lead agency for the third year in a row. More than 1,000 guests gathered over the course of two days to exchange ideas, gain new insights, and experience the latest developments in AI and customer experience.
With the CX Inner Circle Lunch, various masterclasses, an extensive expo hall, and the welcome reception, WAVE went far beyond the main program and created a wide range of opportunities for meeting others, exchanging ideas, and networking.
From the initial concept through planning and coordination of all project participants to on-site execution, PENTA was responsible for the entire project management process. Working together with a strong team, they created a holistic event experience that brought together the various formats and locations into a unified WAVE Experience.
The PENTA Note.
We had been planning for WAVE since the beginning of the year, and the project evolved steadily alongside Parloa itself. Due to strong international growth, new offices, and new stakeholders, we faced a unique challenge: to create an event that would do justice to a global team while simultaneously bridging the different European and American expectations regarding brand, design, and event experience. Berlin remained the central location and home of WAVE throughout this process.
The collaboration was correspondingly close: daily calls, countless emails and messages, and a continuous exchange across countries and time zones characterized the months we spent preparing together.
It was all the more wonderful to see, in the end, how all these decisions came together to create a shared experience. The venue took on a completely new look: warmer, more sophisticated, and more atmospheric than before, with a design that tangibly brought Parloa’s new identity to life in the space.
