Today we speak with Lina Rummel, COO of VA361 Productions, on the present and future of audiovisual production for events. With a strategic vision that encompasses both local and international markets, Lina shares with us the keys to anticipate trends, build lasting customer trust and offer memorable experiences adapted to each culture. From the importance of sustainability to the strategic role of Barcelona and emerging markets, this interview reveals how VA361 is positioning itself as a benchmark in the sector.
1. From your position leading both the local and international markets, what are the main trends you are observing in audiovisual production for events, and how are we adapting to anticipate them?
TheAudiovisual has always been key in events, but in recent years it has taken on a new dimension. Clients and audiences are more demanding, better informed, and more experienced. It’s no longer enough to do things well; they expect creative, relevant, and technically flawless proposals. This forces us to constantly reinvent ourselves, combining storytelling, technology, and experience with a more strategic approach.
We live in a hyper-digitalized environment where, paradoxically, the desire for human connection has intensified. Today, more than ever, people crave authentic in-person experiences This raises the bar even higher in audiovisual production: every event is expected to be memorable, immersive, and emotionally impactful.
Artificial intelligence is beginning to emerge as a useful tool to streamline technical processes, such as simultaneous translation or multilingual synchronization. We keep a close eye on its development, as long as it adds value without compromising quality or creativity.
Sustainability is not just important nowadays, it is crucial. At VA361 Productions, we always offer these options to our clients so they can choose the solutions that best fit their needs. This includes using energy-efficient technology, selecting reusable or recyclable materials, and optimizing logistics to reduce carbon footprint.
At VA361, we respond to this evolution with constant innovation and, above all, a human team that supports the client from start to finish , with agility, sound judgment, and attention to detail; even under the highest pressure.
Our focus is to translate all this into agile structures, efficient processes, and well-prepared teams. Because anticipating is not just about forecasting trends, but having the real capacity to execute them with excellence every day.
2. What are the key factors that make clients keep trusting us?
My years of experience in the DMC sector have taught me something very clear: it’s not easy to find an audiovisual company you trust completely. Once you find a partner who keeps delivering and demanding excellence, you stick with them.
In an environment where margins for error are minimal, having a team that reacts quickly, calmly, and precisely makes the difference. We all know: something unexpected always happens at events.
At VA361, we have that ability: high-level technical teams, but also resourceful, approachable staff with good judgment. Our goal is always to be that trusted team, from the first meeting to the event wrap-up.
Our project managers with an international outlook are a fundamental pillar for clients who value close follow-up and cultural understanding. Because in the end, no matter how much technology there is, events (fortunately!) are still a “people’s business.”
3. Barcelona is a city with strong international projection. What role does our headquarters here play in the company’s global strategy, and what advantages does it offer as a nerve center for high-impact productions?
Besides being one of my favorite destinations, which I know inside out, both personally and through the eyes of a MICE industry professional, Barcelona has top-level infrastructure, a very solid logistics network, and highly qualified local talent. Key points for any international client when choosing where to hold their event.
It is one of the most important cities in Europe and a global reference for all kinds of events, positioning it as a natural epicenter for large-scale productions across all sectors.
Our Barcelona headquarters plays a key role as a strategic operational base in the region. It allows us to respond quickly to high-impact productions, both local and international.
4. In a sector where personalization and immediacy are key, how are we working with international clients to offer memorable audiovisual experiences tailored to each culture or market?
To truly move people, it’s essential to understand the cultural context of each client and audience. This sensitivity is the foundation we build on at VA361: we don’t offer standard solutions but audiovisual experiences specifically tailored to each market, culture, and objective.
We adapt our technical approaches, production styles, timing, and communication methods so each proposal makes sense in its context.
We achieve this thanks to an efficient structure, a global mindset, and, above all, a well-prepared human team fluent in the necessary languages, ensuring clear, smooth, and fast communication at every project stage.
Every event is an opportunity to connect authentically, and at VA361 we make sure that connection is memorable, relevant, and aligned with each brand’s identity.
5. Looking to the future, which emerging markets do you see with the greatest potential for our expansion, and how do we plan to position ourselves strategically in them?
Spain has a strong positioning that allows us to bring clear added value.Excellent infrastructure, favorable climate, international connectivity, and a top-level professional offer make many markets look here as a preferred destination for their events.
There are still many markets to explore, but if I had to choose, I would highlight two with great potential outside Europe: Singapore and South Korea.
- Singapore is a key hub for international events in Asia, with a strong projection towards Europe and a clear commitment to excellence in production and content.
- South Korea,on the other hand, is a growing corporate market, highly focused on innovation, design, and technical quality, where we see a natural fit with our vision and expertise.
We also continue to see great potential in mature markets such as the DACH region and Scandinavia. They are demanding, but deeply value sustainability, efficiency, and execution quality; core aspects of who we are.
We work with a network of international collaborators, industry associations, and multiple commercial channels to attract new projects and strengthen already consolidated relationships.
We continue with full energy, growing wisely, and fully enjoying a job we are truly passionate about. 😊
And that concludes our interview with Lina, who from our team would you like us to interview next?
