How we created Sweden’s first speaker POP UP – and what we learned along the way

A new format was born – right in the heart of Stockholm. Over five days in May 2025, we created something completely new: Sweden’s first speaker pop up. Over 1,200 participants, an EVS score of 83 out of 100, and 25 different speakers.

Together with booky – the platform that makes it easy to find and book speakers and entertainers – we built a vibrant meeting place full of energy, ideas, and people. With us were amazing partners like Aventi, Coca-Cola, Lykke Kaffegårdar, and Berns Event – all with one shared goal: to challenge expectations and create a space where inspiration, meaningful connections, and future voices could shine.

Regeringsgatan 63 in Stockholm became a creative hub for everyone working in events, communication, and marketing. We offered 5–6 free talks each day, VIP lunches, networking, and a generous dose of laughter and great conversations. In total, we hosted 25 speakers throughout the week. On Friday, we wrapped up with entertainment and an after-work to celebrate a truly successful week.

In this blog, we’ll share why we did it, how we planned it, and what we learned along the way. And perhaps most importantly – how you can do something similar, without breaking the bank.

Why a POP UP?

We run a digital platform that helps companies create better events. We measure. We automate. We simplify. But in the middle of all that technology and efficiency, there’s still one thing we always want to keep in focus: the human connection – and the magic that happens when people meet live.

With this Speaker POP UP, we wanted to create a space that reflects just that – where inspiration flows and real relationships are built.

We also saw a clear need: for everyone working with events in some way, to experience booky’s inspiring speakers live, gain fresh energy and concrete ideas – and see how you can create events that break the mold and truly stand out.

To make a statement and truly get noticed, we chose a retail space with large windows – right in the heart of Stockholm. Just a stone’s throw from Stureplan, where more than 43,000 people pass by every day. It became a live storefront for inspiration and a space where curiosity drew people straight in from the street.

Instead of a traditional conference venue, we created a stripped-back, accessible, and human format – and it was very well received. We simply wanted to create something unexpected. A space where inspiration is at the center, where relationships grow – and where ideas can truly come to life. And it doesn’t have to be fancy or perfect.

How did we approach building the program?

We wanted to make the most of the week – so we ran from Monday to Friday with two morning talks, two lunchtime sessions, and two afternoon slots. We also made use of the evenings with mingling, networking events, and an exclusive VIP dinner. In total, we hosted nearly 30 different sessions throughout the week, featuring 25 unique speakers.

Our goal was for the program to feel like a true pop-up: something you could easily drop by when it suited you, with something for everyone (of course, covering every topic is tough, but we made sure to include a wide variety). That’s why all sessions were 45 minutes long – something most people can fit into their day – and it was easy to register for one or several sessions. We also encouraged people to bring a colleague or a friend.

Among our speakers were both well-established names and fresh new voices. We had the chance to hear from Josh Lenn, Anders Tegnell, Per Holknekt, Ami Hemviken, Amer Mohammed, and Stefan Hyttfors – all of whom shared valuable insights on leadership, communication, AI, sales, and personal development.

The program was continuously updated and available on our event site: speaker-popup.se.

How did we approach partnerships?

This event would never have happened without Charlotte Dunhoff from booky. She came up with the idea and asked if we wanted to co-host. We instantly loved the concept and quickly saw the potential in doing it together. No event like this is created alone – and this POP UP would never have become what it did without Booky and all our other amazing partners.

The collaboration between Lyyti and booky was a natural fit. We complement each other well – they bring a network of incredible speakers, and we provide the platform to create smooth and effective events. On top of that, we share the same values and vision that great experiences are created at the intersection of technology and human connection, which made working together easy. It was a partnership full of openness, laughter – and even more energy.

Before we could hit play, we needed more pieces of the puzzle – and the right kind of partnerships. We had to find partners who could not only contribute but elevate the experience and make the week even better. That’s why we were so happy to have the event agency Aventi on-site with us all week. They made sure everything ran smoothly, from the first morning coffee to the final session on Friday.

We also had the privilege of having Coca-Cola as a partner – which meant there was always cold drinks available for everyone. Lykke Coffee Farms provided both delicious and sustainable coffee, something everyone on-site really appreciated.

On Monday evening, we hosted an exclusive dinner for our VIP guests. That’s when Berns Event stepped in and delivered a fantastic meal, helping us create a truly memorable evening. We also had Gustav Molnar join us for a mini keynote about the future of the workplace – and he wrapped it up with a song, which was a hit and really lifted the mood.

And speaking of food – during two of the lunch sessions that week, we were joined by Cuppino, who served incredible Italian sandwiches just outside the venue. A luxurious (and very tasty!) touch.

Behind all the tech was Rolle from Good Guys, who was in charge of lights and sound. The fact that everything ran so smoothly throughout the week is thanks to him.

What makes a great partnership?

Having strong partners on board isn’t just about logos on a wall. It makes all the difference – both for participants and for those organizing the event. Collaborations help you reach a wider audience. With multiple parties sharing the message through their own networks, you gain reach, credibility, and stronger impact.

And not least: it lightens the workload. We’ve organized many events on our own – it takes time, energy, and resources. With partners, everyone can focus on what they do best. It saves energy and delivers better results.

Last but not least, partnerships create new encounters, relationships, and sometimes future collaborations. For us, the partnerships weren’t just important – they were essential.

How do you find partners for your event?

It can sometimes feel tricky to know where to start – but make the most of your network. One person who’s an expert at this is Charlotte Dunhoff at booky. As soon as we started planning the event, she tapped into her LinkedIn network: did anyone know of a good venue? Any tips on equipment? That instantly created momentum – and several companies reached out, wanting to get involved.

Inviting others in already during the planning phase is also a smart way to build anticipation and engagement before the event even begins. It allows people to join the journey – not just the final result.

This is something Linus Zackrisson also talked about during his session “How to succeed with sales on LinkedIn” at the pop-up. Linus and I completely agreed that many in the event industry could be using LinkedIn for so much more – not just to present a polished event video or share numbers once the event is over – but to take your network along for the entire ride. Share the parts that didn’t go as planned, and how you dealt with them – these stories often spread more than the success stories.

One of our most engaging posts during the event was a behind-the-scenes story about our tech guy Rolle showing up with a red Ferrari to deliver a forgotten cable – a fun detail that sparked a lot of engagement. See the post here.

But our best tip for finding event partners – dare to ask! Reach out to your dream partners. The worst that can happen is they say no.

How did we use Lyyti for successful event planning?

For those who don’t know Lyyti, it’s an event tool (also known as event management software) that helps companies create better events – with the participant at the center. Everything from registrations and communication to follow-up is handled smoothly in one platform.

At Lyyti, our main goal is to ensure that the events we create feel meaningful to participants – that they’re truly worth their time. During the Speaker POP UP, we naturally used Lyyti throughout the entire process – from planning to follow-up.

Event website, registration pages, and automated waitlist
From start to finish, Lyyti was the backbone of our planning. We created one event website for the week and separate registration pages for each session. This gave us clear oversight, better control, and the ability to deliver the right information at the right time.

To avoid empty seats, we activated Lyyti’s automatic waitlist – a feature that ensured people from the list were automatically added when someone canceled their spot. Read more about participant management in Lyyti here.

Security and GDPR
Security and GDPR compliance are a given in Lyyti – and something that shaped our entire event. When signing up, participants approved booky’s privacy policy and consented to their data being shared with us (Lyyti) as the co-host. This gave them the confidence that their information would be handled securely and in accordance with GDPR. Lyyti also offers automatic anonymization of participant data, meaning we could keep valuable event statistics without storing personal data longer than necessary.

On site, we used ContactMate with print-on-demand, so name tags were printed only when a participant checked in. Not only is this more sustainable – it also reduces the risk of personal data being left out in the open, which can easily happen when pre-printed name tags are laid out on tables. A small detail that makes a big difference for both privacy and experience.

Custom domain for the event page
To strengthen the branding of the event, we set up a dedicated domain, speaker-popup.se, via Loopia, for just 9 SEK. We also created a separate email address connected to this domain, which helped us manage communication smoothly between the two organizing teams. It was easy to set up in Lyyti and incredibly practical when collaborating.

Automated and personalized communication
We scheduled all our communication in advance to avoid stress during the event week. We’ve even created a full communication timeline for the POP UP, which you can download [here or below]. There, you’ll find what types of messages we sent out and when.

Naturally, we also used SMS – an extremely effective way to reduce no-shows and remind participants just before their session starts. This ensured they arrived on time and could easily access their QR ticket for check-in.

We also made sure to personalize the communication using Lyyti’s dynamic content and personalization fields. This helped us build stronger relationships and make each participant feel seen – even before they arrived at the event.
Read more about communication in Lyyti here.

Check-in and printing on demand with ContactMate
On-site, we used ContactMate for check-in. Each participant received a personalized, branded name tag upon arrival, which made networking easier and enhanced the overall experience. Smooth and simple! The name tags were designed to match the POP UP branding and included a QR code linking back to the event page – making it easy for participants to access information about the other sessions. The best part was that participants’ status was updated directly in Lyyti upon check-in, which gave us full visibility into who had arrived and who hadn’t.

Feedback with EVS – simple, automated, and valuable
After each session, we automatically sent out an EVS (Event Value Score) – one of our key KPIs. It gave us insight into the participants’ experience, both of the session itself and the speaker. This became an important foundation for evaluating content quality and gathering ideas for future improvements.

Share important participant info using online reports
Lyyti also made it easy to share relevant information with the right people. Ahead of the VIP dinner with Berns, we used online reports to filter and share only first names and allergies – allowing the food to be tailored without sharing more data than necessary.

We also created reports for our sales team, giving them an overview of registered and checked-in participants so they could identify key contacts in advance and focus their efforts during the week.

How did we approach the marketing?

We wanted to build excitement and presence even before the first speaker stepped on stage – and that meant being visible.

We created banners and posters that could be used both online and as printed materials – including flyers and large-scale posters. Since the venue was spacious, but we wanted to keep a minimalistic feel, we decorated with posters. This added character while maintaining the industrial look of the space. We used HelloPrint to print A0 and A3 posters, as well as ground stickers and A5 flyers.

The best part? It wasn’t a big expense but made a big impact. We primarily used Canva to design the materials, but when it came to print-ready files, we opted for Adobe to ensure the highest possible quality and color accuracy in print.

To truly put Lyyti and booky in the spotlight – and make sure they appeared in every photo – we ordered neon logos from Neonskyltar and placed them behind the stage. The result? Our brands were visible in every photo taken during the sessions – which is key in this type of brand awareness activation.

We also made our presence known outside: by placing pink stickers with QR codes on the ground outside the venue, we sparked curiosity and made it easy to sign up for any of the sessions.

QR codes were everywhere. Each session had a limited number of spots, so participants had to register – and we wanted to have a clear overview of who was attending. The QR codes made it easy to sign up on the spot.

The marketing was almost entirely organic. All speakers received materials they could share in their own channels. We activated our partners and made sure everyone helped spread the word.

At Lyyti, we also used LinkedIn Message Ads – a cost-effective way to reach the right audience with personal messages from both the sales and marketing teams. It felt authentic, and the results were great. You can find examples of the messages in our communication timeline earlier in the blog.

Internally, everyone pitched in: we featured one speaker per day in our own channels, and we kept the internal engagement high all the way leading up to – and during – the week. When multiple companies join forces to spread the word, the result is greater reach and a more vibrant atmosphere.

How do you create communication that drives engagement and reduces no-shows?

Communication is everything when it comes to driving engagement – and getting people to actually show up. We worked actively with our messaging, knowing how important it is for it to be both visually appealing and crystal clear.

We’ve saved all our communication in a downloadable document that you can use for inspiration. It includes everything – when we sent what, how we built our messaging, and concrete tips on how to get your emails opened and clicked.

We also had a no-show fee of 250 SEK for those who didn’t show up. This is something we highly recommend: it encourages participants to let you know if they can’t make it, which in turn allows you to offer the spot to someone else or adjust the number of seats in the room. For events where we served food and drinks, it also helped us plan quantities more accurately – reducing both food waste and unnecessary costs.

Branding – how do you create an event that truly resonates and sticks in people’s minds?

Branding was a key element in making the event recognizable and memorable. We wanted the event to truly pop. When two companies join forces to create something together, it can be a challenge to find the right balance between both brands – but we think we pulled it off.

We combined booky’s bold pink with Lyyti’s teal green – two colors that complemented each other perfectly.

On-site, booky’s pink stage became a signature element of the event. This was paired with our neon logos behind the stage, as mentioned earlier. Our logos also appeared on every poster and piece of printed material.

Since Lyyti handled all attendee management and check-ins, we ordered branded lanyards in Lyyti’s teal with our logo. To reduce waste, we encouraged attendees to return their lanyards if they didn’t need them after the event.

Mira Thimmayya is a true branding star – and during the POP UP, she shared her best tips in an inspiring session. She introduced The Sticky Method, a way of building brands that truly stick. It’s not just about the company’s brand, but also the people behind it. Every team member is part of the brand, and it’s the interaction with these people that shapes how a company is perceived. That’s why building strong personal brands is just as important. Events are the perfect opportunity to showcase the people behind the logo and create real connections.

Missed Mira’s session? It was recorded – and you can watch it below (session in English).

What did we learn from the POP UP?

Measuring the success of the event was important to us. We set clear KPIs – including number of participants, budget, and above all, the EVS (Experience Value Score). After each session, we sent out an EVS to get insight into the experience of each individual talk.

We ended up with an average score of 83 out of 100 – a result we’re incredibly proud of, especially considering we hosted nearly 30 different sessions during the week.

EVS is a fantastic way to understand how participants actually experienced the event. Because in the end, it all comes down to one thing: creating events that are worth people’s time. In today’s fast-paced world, where calendars are packed, it’s crucial that the experience feels meaningful and relevant.

We also put a lot of effort into post-event communication. We followed up with all participants – and several of our speakers sent personal thank-you messages after their sessions. A simple way to keep the dialogue going – and strengthen the relationships formed during the event.

Q&A – Curious about creating something similar?

What was the best part of organizing a Speaker POP UP?

The energy, the participants, the speakers, and the amazing feedback! Being right in the middle of the city, meeting so many people, and watching talks in a completely new format gave us all a huge boost. The simplicity and sense of presence were a big part of the overall experience.

How long did it take to plan the event?

From idea to reality – about three months. It was a tight schedule, but by working agilely and having the right partners in place, we made it happen in a way that felt both smooth and fun.

How did you get participants to actually show up and reduce no-shows?

We focused heavily on clear and engaging communication. SMS reminders, visually appealing emails, and a no-show fee helped us maintain a high attendance rate.

How did you find the event venue?

Through our network! Charlotte reached out for tips early in the planning process, and Regeringsgatan 63 came up as a perfect pop-up space with lots of foot traffic – around 43,000 people pass by the location every day.

Was the event expensive to run?

Not as much as you’d think! Through partnerships, hands-on involvement, and smart choices (like renting furniture via Hygglo and painting the stage ourselves), we kept the costs low. Simplicity at its best.

What was most important in making the event feel like “you”?

Branding! We worked with colors, scents, logos, and a clear visual identity that was visible in everything from name tags to the stage design. It created recognition and a strong sense of identity. The personal touch also made a big difference. I, Olivia Andsberg from Lyyti, and Charlotte Dunhoff from booky were the faces behind all communication and were on-site all week to meet and talk with attendees. We believe (and hope!) that helped create a welcoming, familiar vibe.

What was your biggest takeaway from the event?

Dare to do something unexpected – and do it together. It doesn’t have to be perfect, but it should feel real. And don’t forget: the follow-up is just as important as the event itself.