FROM: HERE, TO: THERE

Two years. Two sold-out shows. One reimagined B2B experience.

From: Here, To: There was never just another marketing conference. It was Intuit Mailchimp’s first leap into live experiences, with us, Bearded Kitten, trusted to lead the charge.

Across 2023 and 2024, we delivered two immersive, insight-packed marketing conferences in London that flipped the script on what a B2B live event could be. From thought leadership and deep product learning to DJs, gamified journeys and neon-lit networking zones, we crafted a fresh format that inspired Mailchimp’s core audience of e-commerce marketers.

Each year, we built on the success of the last - bigger venues, sharper content, bolder production. Eventually, crossing borders to deliver this award-winning marketing conference in Sydney, Australia.

And after two game-changing years, Mailchimp’s inaugural conference has now evolved into FWD. Because when you raise the bar so high, there’s only one way to go: higher.

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The stats:

+1500

ATTENDEES

+3.4m

SOCIAL REACH

9/10

ATTENDEE RATING

The Brief

Intuit Mailchimp wanted a flagship experience for UK marketers - something with impact, intelligence and staying power. A space where e-commerce businesses could upskill, discover new tools, and connect directly with the brand. The vision was to create something completely different from the classic corporate conference. A day that felt personal, inspiring and most importantly, fun.

Creative Concep

We built a conference that felt like anything but.

In its first year, we transformed 180 The Strand into an energised, content-rich environment, with celebrity guests, 21 expert speakers, hands-on product demos and 1:1s with brand specialists. Everything was tailored to spark real conversations and leave guests with takeaways they’d use.

In its second year, we took over Magazine London and turned it into a modular brand world: five custom-built zones, each mapped to a different part of the customer journey. We introduced a bespoke event app with gamified tasks, exclusive high-value customer tracks, interactive experiences and more music.

The Delivery

Our event teams handled everything from creative direction and programming to set design and build from Bearded Kitten Studios, our in-house fabrication and delivery partner. For both events, we concepted and produced every element: staging, scenic builds, breakout zones, demo spaces, speaker prep, and even the afterparty.

2024 brought new creative power. We built a central hero stage with dynamic seating, crafted a mirrored maze as the entry tunnel, and produced a slick visual identity across signage, merch and motion graphics. The DJ sets and live music added a layer of cultural energy that’s rare in the B2B space.

We also focused on personalisation: bespoke journeys for VIP guests, 1:1 matchmaking with product experts, and real-time content capture for social amplification. Every touchpoint was thought through. Every detail had a purpose.

The Impact

Both editions sold out. In 2024 alone, the event reached over 3.4 million across social. Guests rated the experience 9.1/10 for content and creativity, citing the seamless flow, powerful insights, and atmosphere as key standouts.

Media coverage spanned Campaign, AdWeek and TimeOut. Internally, the Mailchimp team saw a spike in product interest post-event and cited the conferences as pivotal moments for brand loyalty.

We turned first-time attendees into superfans. And raised the bar for what B2B experiences can (and should) be.

Ready to reimagine what your next brand experience could be? Email us at info@beardedkitten.com

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INTUIT MAILCHIMP

FROM: HERE, TO: THERE