«It’s all about the way you make them feel» - how to organise events without ego

He is considered one of the most influential minds in the Swiss event industry - and far beyond: Schoscho Rufener, creative director, entrepreneur, coach and visionary. For more than three decades, he has been shaping the world of live communication with his unmistakable signature, and in 2020 he was even honored with the "Lifetime Achievement XAVER Award". Where others organize events, he creates experiences that move people and bring brands to life. Whether for global corporations, cultural institutions or high-profile brands - Schoscho knows how to tell stories in space like no other.

In conversation with him and MCH Global team colleague Maximiliane Edelmann, we look back at milestones, trust as a currency, space as a stage and a view of the future - and a wagon fort with 800 mobile homes.

Schoscho, your name has long been a brand in its own right in the event industry. Where does your nickname come from and - hand on heart - who is Schoscho Rufener when there is no event on the calendar?

Schoscho:The name Schoscho has been with me since I was 18. My original name was Hans-Jürgen. In France, at some point it became "Jean-Jacques" and my friends turned it into "Schoscho". It just felt good and works internationally. So it stayed.

And when there's no event on the calendar? (laughs) Then I'm still never completely "off" - people in space, that just fascinates me. Even a tent on the highway inspires me. I can't help it. I always think: what does that do to people?

You started organizing parties early on and even managed hotels in the USA. What fascinates you personally most about the LiveCom industry to this day?

Schoscho:It's the mixture of the temporary and the permanent, of precise planning and improvisation. In the hotel as in the event: you have four hours to deliver. You have to create a mood, enable emotion, orchestrate the atmosphere. And all this as a team, never alone. It's also a zero-defect business. If the truck doesn't cross the border in the morning, you have a problem. That still fascinates me today.

With the Rufener Events agency, you have created events worldwide, staged luxury brands and welcomed world stars. Many people are familiar with the FIFA World Congress or the 150th anniversary of UBS. But what is the story behind your personally most important event?

Schoscho: For me, the collaboration with the Dalai Lama was particularly moving. We accompanied him for nine years - it wasn't a classic event, but a journey full of depth, respect and trust. It was an experience that shaped me as a person. It was never about show - it was about opening up spaces for something bigger. We were chosen because the trust was already there. It was like a gift for me. And it showed me what really counts: Creating magic, showing personality when the moment is there. Because there are also those quiet moments in the event business, the unplannable ones - like Grace Jones, who suddenly sat on the Federal Councillor's lap in the hotel room. You have to be ready when it happens. That fascinates me.

You founded the agency in 1999 and sold it to MCH Global a few years later - for many, that would have been the end of the line. What drove you to continue breaking new ground afterwards? And tell us: What does Schoscho actually do today?

Schoscho:I've never defined myself by degrees. For me, MCH Global was and is the opportunity to think internationally at a different level. Today, I am a member of the board, act as creative director, investor or coach - but above all, I am always a host and networker. I love the interplay of content, space and people.

In the industry, you and MCH Global are known for your emotional style. What fascinates you about live communication?

Schoscho:For me, every space is a stage. Whether it's a hotel, retail store or backyard - I always think: What does that do to people? How can I create atmosphere? How can I trigger emotions without being loud? Our job is to create experiences that stay with people. And tailor-made ones at that. I'm always on the lookout - even on the highway, when I see a tent city, I ask myself: What's happening? Then I drive out and have a look.

Maximiliane:Emotionalization only works if you are close to the people. We believe in co-creation - both in the team and with the customer. The customer knows their brand best. We provide the dramaturgical flair. In the end, they should say: Wow, that's me - but better.

You often talk about "trust". What does that mean for you in your day-to-day agency work?

Maximiliane:Trust is the foundation. Nothing works without it. And trust comes from attitude. Through listening. By asking the right questions. And by going the extra mile: a little extra detail that wasn't expected. It's not about the quick project, but about long-term relationships. We don't think in terms of one-offs - we think long-term and together with the customer.

Schoscho:Exactly. Many are brilliant in the pitch, but then don't deliver. We live the craft. And if something goes wrong, we stand by it. Of course there are pitches that we haven't won. But we have learned to take an honest look: What didn't work? How can we do it better? We learn from this. This attitude sets us apart. And it connects us with customers over years, sometimes decades. Events are never just pretty pictures. It's about structure, substance and that famous flair. It is important: Don't fall into the blame game. Instead, learn and grow as a team.

You travel internationally - Qatar, Buenos Aires, Paris. How do you lead teams across borders?

Schoscho:You have to learn to let go. To give trust. And you have to practice what you preach. I try to live leadership through attitude. And I still travel a lot - because nothing can replace the face-to-face relationship. Because relationships don't develop in calls - they develop in real exchanges. Remote works as a supplement, but not as a basis.

Maximiliane:Digital tools help, no question. But relationships are built through direct exchange. Emotion, trust, resonance - that only works in an analog way. That's one of the biggest lessons we've learned in recent years. Corona has taught us that people need people. Even in business.

How have you seen the event industry change over the last 20 years?

Maximiliane:The industry has become faster, more hybrid, more digital and the world more complex - but people remain analog. Real encounters are needed. Emotion. Authenticity. Resonance. And we believe this is becoming even more important. The desire for resonance is huge. We notice this in every project.

What makes good events and genuine live communication today?

Schoscho:An event is like an experiential space. For a few hours, something real, perhaps even magical, is created. And we get to shape it. That's a privilege for me. It's not about perfection - it's about presence. You have to be able to work with the space. Orchestrate it, but not dominate it. It's not about wow effects - it's about impact. It's about attitude. About what remains. A real experience doesn't start with the show lighting, but with listening. What does the customer need? What does his audience need? And then it starts. When people feel seen, that's true success. It's all about the way you make them feel - that's authentic hospitality in action.

Maximiliane:I think it's also always about recombining the existing. Thinking differently about the familiar. And never resting on our laurels. We are never finished - and that's a good thing. It's about further development. About new spheres. About learning. About the combination of quality, attitude and curiosity.

Digital formats, hybrid events, metaverse - where do you see the industry heading? Will the physical event ever be replaceable?

Maximiliane:Digital tools complement, but they don't replace anything. Relationships are created in the room, not in a call. The physical event will become even more important - because it will be more emotional, more real and more relevant. It is the antithesis of sensory overload. And generally speaking: stay humble. Never stand still. Keep asking yourself: what can you combine in new ways, how can you create a new twist? Can we think in other spheres or learn from the past? I am convinced that this is what sets us apart at MCH Global, we never stand still - and I look forward to this in the future.

With the new Festhalle in Bern, the Swiss event market has recently gained one more location - how do you perceive the Swiss market in an international comparison?

Schoscho:Switzerland stands for quality, high reputation, trust. Disciplined punctuality, "Excel-sheet-precise" work, so to speak - all of this is needed in the event sector and that's what Switzerland stands for. Personally, I think the location market is saturated, there are a lot of options. But people often lack the courage to take big risks. Yet there is so much potential and great locations. Sometimes you just have to take a closer look. And recombine it. Or make it a little more spicy - like seasoning a dish. If you only deliver what is expected, the customer is unhappy. It's about giving something more. And sensing what the customer needs.

Maximiliane:For example, we were recently at the Luma Foundation's Schwarzencafé - it was magical. Customers who have known Zurich for decades were thrilled. That shows that a lot is there. It just needs to be combined, staged and perhaps reactivated.

What role do the location and catering factors play in a successful 360° experience?

Schoscho:A location is a stage. It has to fit the story. And good catering is more than just food - it's atmosphere, hospitality, attitude. If the menu whispers what the event is telling - then it's complete.

Anyone who makes countless creative throws also needs to switch off from time to time. Do you have rituals or a method for finding the best ideas and switching off from time to time?

Maximiliane:Definitely sport. Yoga, Crossfit, running - that helps to clear your head. But also mini-breaks, breathing exercises, focusing. Just like in business, with attention to detail. Sometimes it takes 30 seconds to change everything. And then something new emerges.

Schoscho:I do yoga, I've even started a small men's yoga group that meets once a week. It brings me down, sorts me out. If I'm not at peace, I can't inspire anyone. You can only survive in the industry if you're okay with yourself.

Over the years, you have made a name for yourself as a "serial entrepreneur". What does that mean - and what does your day-to-day work look like?

Schoscho:I like to be on the move. I have founded, sold and rebuilt companies. I invest in ideas, in people, in experiences. My everyday life? No two days are the same. But I'm always on the move with curiosity.

If you could give young talents and your "younger self" a single piece of advice for the event industry, what would it be?

Schoscho:Be a service provider with attitude. Stay curious. And don't take yourself too seriously. Great events are not created by egos - but by team spirit. Less show, more substance.

Schoscho, if you were allowed to plan one last big event - with no budget limits, no specifications, no limits - what would it be about?

Schoscho(smiles): A wagon castle conference for business. 800 top motorhomes, in the middle of nature, on a hill. A kind of Burning Man for decision-makers - but with good content. A truly inspiring experience.

Many thanks to both of you - for the inspiration, the attitude and the look behind the scenes!