AN ENTERPRISE ROCK SHOW, BUILT TO ENERGISE SAP’S AI REVOLUTION.
To demonstrate leadership in AI and the Autonomous Enterprise at the SAP NOW AI Tour Sydney 2026, SAP needed an experience that broke the mould of traditional corporate tech events. Embracing the rich musical heritage of Sydney’s iconic Hordern Pavilion, the activation leaned into a powerful driving strategy: a little less conference, a little more rock and roll. The legendary venue was transformed into a high energy, connected environment that effortlessly managed immense programming complexity, seamlessly hosting over 900 attendees, 40 sponsors, 70+ speakers, and 40+ sessions. Moving far beyond simply placing a stage in an empty hall, the production utilised innovative silent headphone technology to run six simultaneous breakout and theatre spaces, allowing guests to dive deep into specialised content without competing noise. Attendees were invited to get hands on with the technology through SAP Joule demonstrations and a high stakes Finance Escape Room that showcased AI’s power in real time. Bookended by electric musical performances, from an INXS tribute to the fiery close of Strings of Fire, the event successfully merged cutting edge enterprise technology with the raw, theatrical energy of a legendary live concert.