Backstage ON STAGE · by Steven Martin
Online training for designing memories

Emotion does not happen by accident.
It is intentional architecture.

In one week, I'll empower you with thirty years of insights and experience.

An intensive online training in Emotion Architecture (creative experience and event design), five live sessions of 2.5 hours within one week, built from over three decades of international live show production for Special Olympics, Global Games eSports, Tomorrowland, FlandersDC, the European Parliament, VOGUE Arabia, the Qatar Olympic Committee and so many others.

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The proposition

Most events are watched. An experience is remembered.

Most events are watched, appreciated, and forgotten within a week. An experience is undergone, felt, and remembered years later. The difference is not budget or technology. It is emotional architecture: the deliberate design of what an audience feels, from the first 90 seconds to the final landing.

Backstage ON STAGE by Steven Martin teaches the method behind that difference. Not theory from a textbook, but a working system built across 30 years and hundreds of productions worldwide, and already taught in Belgian and Dutch corporate and educational event-management programmes.

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years of international show & event production
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live sessions of 2.5 hours, each with an open 30-min Experience Q&A Lounge
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continents of client work
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proprietary Emo-Laws
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Our story

Thirty years, in (e)motion.

An architect is first of all a creative scientist. Even in the greatest artistic freedom, he works within the laws of gravity. Architect of Emotion does exactly the same, except that we do not build walls of concrete but foundations of feeling. Steven Martin has been on the floor since 1994, that work has carried the name Architect of Emotion since 2004, and since 2019 it sits in the company TCS-AOE BV.

“We do not build shows. We build memories.”

That conviction was not born in a meeting room. It started in the hallway of a house in Antwerp, where an eleven-year-old built a haunted attraction for the neighbourhood children and directed an audience's fear and delight for the first time. What followed were thirty years of productions across four continents, from Special Olympics and Tomorrowland to the European Parliament and VOGUE Arabia, and three proprietary methods, Rational Event Development, Event Puzzle Management and Emotioneering, taught today in Belgian and Dutch event-management programmes. That is what we hand over in this one week, including the way we now use AI as a design tool for concepts, images and emotions.

My StorySteven Martin
ConcertLive music
ShowCeremonies
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Meet your mentor

Steven Martin
Architect of Emotion

For over thirty years I have designed and directed live shows, ceremonies and brand experiences across four continents, from Tomorrowland and the European Parliament to VOGUE Arabia, Special Olympics and the Qatar Olympic Committee.

I do not teach theory from a book. I teach the system I built on the floor, in the control room and on the headset: Emotioneering, RED, Event Puzzle Management and the 20 Emo-Laws, methods already taught in Belgian and Dutch event-management programmes. In one week, I hand you thirty years of hard-won craft.

Why learn from me

  • Real hands-on experience, grounded in a degree in communication
  • 30 years of proven, on-the-floor experience
  • An early adopter of storytelling, emotion building, applied Emotioneering, live experience and memory design
  • A constant trend-watcher in innovative technology, design, art and entertainment
  • Very broad knowledge of event production, in the widest sense imaginable
  • A worldwide network of references and talent
  • An experienced coach and keynote speaker
  • Works with AI as a design instrument in concept, image and emotion
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Trusted by teams behind
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The programme

The five sessions

Five live sessions of 2.5 hours, one a day within the same week, each followed by an open 30-minute Experience Q&A Lounge: whoever wants stays on, for questions or to brainstorm together. Tap a session to see what you take away.

Session 01

The Emotional Architect

Understand the science of emotion and the three layers of experience. Learn to design from the emotional layer down, not the technical layer up, and open with intent from the first 90 seconds.

Session 02

From Briefing to Concept

Read what a client truly wants beneath what they ask for. Build an emotional arc from welcome to landing, then pitch a concept with conviction.

Session 03

Design as Instrument

Use light, sound, scenography and event branding as deliberate emotional tools. Every technical choice is an emotional choice; nothing is neutral.

Session 04

The Production System

Run Event Puzzle Management, assemble bespoke specialist teams, and control budget and vendors so the concept survives contact with reality.

Session 05

Direction & the Emo-Laws

Call a show live, handle crisis on the floor, and apply the 20 Emo-Laws to your own signature project. You leave with a certificate and a plan.

Ready to start?Take your seat in session 1 →
Backstage ON STAGE session (placeholder)Backstage ON STAGE session (placeholder)Backstage ON STAGE session (placeholder)Backstage ON STAGE session (placeholder)Backstage ON STAGE session (placeholder)Backstage ON STAGE session (placeholder)
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Create backstage, meet on stage

From the backstage to the stage spotlights.

Every unforgettable show has two sides: what the audience sees on stage, and everything that makes it possible in the wings. Backstage ON STAGE opens those wings. In one intensive week I make the creation and preparation, the choices and the craft behind the curtain visible, and hand you the tips and tricks from the coulisses of creative experience design, so you step onto your own stage as a top creative designer in events, communication and experience-driven moments, mastering premium experience creations like a pro.

Our logo is built from CMYK, the four inks every printed image is mixed from. Just like the image that stays in your memory after an unforgettable experience:

The backbone of the programme

Four inks. One experience.

C

Concept

The bold idea that starts it all.

M

Method

The craft that makes it repeatable: Emotioneering, RED and Event Puzzle Management.

Y

You & your audience

The human being, always at the centre.

K

the Key

Emotion, the black ink that makes every other colour pop.

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designs since 1994
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countries worked in so far
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premium freelancers, designers & experts worldwide
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a vast database of international performers
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traditional, artisanal craft meets the latest high-end technology
2004
designing concepts and experiences
Every business is theater. Every customer is an audience.
Pine & Gilmore · The Experience Economy
The crafts behind a show
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What's in it for you

One week. A serious head start.

After this week you sit at the table differently. You read a briefing for what is really being asked, you build an emotional arc from welcome to landing, and you back up every choice of light, sound and scenography with a reason a client understands. Your colleagues will wonder where you suddenly picked that up. And your client feels understood.

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A speed-boost of insight and hands-on experience, thirty years distilled into five sessions.

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A wave of inspiration that keeps working long after the last session.

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Endless real-world examples from productions across four continents.

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Practical exercises you apply to your own case, not abstract theory.

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Interaction at multiple moments, including the daily Experience Lounge.

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Brainstorming techniques you can run with your own team the next morning.

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The 20 Emo-Laws, the proprietary heart of the method.

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Ready to start the moment the course ends, no ramp-up required.

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The foundation is laid. Now it is yours to build on, with a head start over untrained peers.

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A certificate of completion to share and to prove it.

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No hidden sales push after the sessions.

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Future specialized trainings to look forward to.

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The method

Emotioneering, adapted for the live room.

Emotioneering was coined for video games by David Freeman in 2003. Steven Martin adapted the principle for live audiences in a controlled space with exact timing, and built three working systems around it: RED (Rational Event Development), Event Puzzle Management, and Bespoke Team Strategy. The training hands you those systems directly. One layer is new: AI as a design instrument, from concept visuals and storyboards to testing an emotional arc before a single lamp is hung.

And imagineering? The word comes from Walt Disney, who used it for the marriage of imagination and technique, “the blending of creative imagination with technical know-how”. His design studio, founded in 1952 and renamed Walt Disney Imagineering in January 1986, builds worlds to disappear into. We build a feeling you never forget.
“The opening is never ceremonial.
The opening is anatomical.”

An emotional response lasts about 90 seconds physiologically (Dr Jill Bolte Taylor). Whatever you plant in the first 90 seconds grows across the rest of the night. The opening decides everything.

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Pricing

Choose how you learn

Five sessions of two and a half hours, one a day within the same week, each followed by an open half hour. Fifteen seats at most. Prices for companies and self-employed professionals are excl. VAT, private prices include it. We work without discounts, not even for the first session.

Best price per person

Company package

five seats in the same session

Five people from the same company, together in one session. We take at most two company packages per session, so there are always seats left for individual participants. That mixed group is exactly what makes the week worth it.

€4,500
excl. VAT

Individual seat

company, self-employed or freelance
€1,100/person
excl. VAT

One seat, invoiced with a VAT number.

Private or student

paying for yourself
€995/person
incl. VAT

For anyone joining out of their own interest, without invoicing professionally. Students send us proof of enrolment.

Personal session

after the training, one to one
€225/hour
excl. VAT

A conversation about your own production, whenever it suits you. Also per half hour, at €125 excl. VAT or €150 including.

Bespoke

for a production house, a team or a school
on request

Your own track, agreed in an intake conversation.

booking@backstageonstage.eu

Fifteen seats at most, and after every session whoever wants to stays on for half an hour. That is where you ask your own questions, put your own production on the table, or we brainstorm together about what came up that day. That half hour is where the personal approach lives: not an anonymous webinar, but a group where you are known.

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References

What clients say.
What we believe.

For thirty years we have been lucky with the people we worked with. Nothing below was asked for; it arrived on its own, in an e-mail, a message after the show, a word in the wings. We are quietly proud of it and, above all, grateful.

Clients & partners Steven Martin Inspirations
“How impressed I am. Your storytelling is really the max.”
Sophie Naze · KonseptS (Unilever, Cirque de la Sauce)
“Bravo pour la réussite impeccable de ce débat.”
Thibault Lesenecal · European Parliament, 2025
“Truly an unforgettable evening, all smiles. Best-ever experience.”
Juha Hyvaoja · Atlas Copco Employee Event
“I for one am very happy and grateful to be able to work with someone who has such positive energy and so much talent.”
Daan Parmentier · Actor, acrobat and dancer
“What you put together on that bridge and on stage, the visuals and everything, were all world-class. Exactly the vibe Laurent was going for. I got loads of goosebumps. What a lovely moment, mate! What a team!”
Hans Pannecoucke · Video and TV director
“You're still the best I've ever worked with.”
Dirk Brossé · Conductor and composer
“Je vois qu'une dimension humaine est possible dans ce genre d'évènement, et tu en apportes à nouveau la preuve. Toujours valoriser tes équipes, encourager les figurants, t'adapter dans chaque situation et rebondir face à toutes les contraintes. C'était juste extraordinaire.”
Emilie Maillen · Assistant Show Director
“Encore un tout grand bravo pour hier soir, c'était super!”
Luc Petit · Artistic director & show producer, Les Nocturnales
“A bundle of energy with an even bigger bundle of creativity! Thank you for your tremendous effort, enthusiasm and artistic creations!”
Ariadne Frangi · Project Manager, Vlaanderen.be
“Steven always has a lot of creativity and brings amazing people together. He trusts our talent and makes us feel confident, which brings out the best in us. His creativity is limitless and his dreams too. I am honored to work with him.”
Sylvie Planche · Founder, Zikit Company
“Thanks to his experience, vision and adaptability, Steven quickly became one of our most valued partners in the success of our show. His dedication made him a favourite team leader for everyone.”
Zehra Sayin · CEO, Special Olympics Belgium
“I've worked for the National Lottery for 15 years, so I know what's expected, and we had a lovely evening and a wonderful show. Thank you for the goosebumps. You're a fantastic bunch of people.”
National Lottery Belgium
“I've known and worked with Steven since the late 90s. He's always been an inspired and creative event manager and show director. I'm honoured to have worked with him all these years.”
Tim Pijpen · Artist & Music Manager, Nextar
“On all occasions I was impressed with Steven's never-ending creativity, drive, urge to deliver at the highest level and his down-to-earth-ness on the job. I would recommend working with Steven on events anytime!”
Eva Maes · Events & Sponsorship Specialist, Samsung
“Without you, this wouldn't have been the successful event our audience praised us for afterwards. A really enjoyable collaboration, and we greatly appreciate the creativity and flexibility you brought to the project.”
Leen Van Reusel · Flanders District of Creativity
“Emotion does not happen by accident. It is intentional architecture.”
Steven Martin
“In one week, I give you thirty years.”
Steven Martin
“The opening is never ceremonial. The opening is anatomical.”
Steven Martin
“Light determines meaning. Everything that is not lit does not exist.”
Steven Martin
“A generalist team delivers service quality. A specialist-per-task team delivers artistic quality.”
Steven Martin
“Your signature is not your style; it is your standard.”
Steven Martin · Emo-Law 12
“I have never worked a single day in my life.”
Steven Martin
“We design memories.”
Architect of Emotion
“Reality is merely a canvas that has already been painted. Dreaming is the act of weaving a new canvas entirely.”
Steven Martin
“Logic will ask you how and why. Creativity simply asks 'what if?' and then flies away before you can answer.”
Steven Martin
“To be creative is to look at a locked door and realize the wall itself is an illusion.”
Steven Martin
“Creativity is the rebellion of the soul against the mundane laws of physics.”
Steven Martin
“I am a world citizen; I do not understand the concept of frontiers.”
Steven Martin
“Creativity is seeing what everybody sees, but thinking what nobody thinks.”
Steven Martin
“When a team hits a mountain of problems, everyone tries to climb over it. I think about moving the mountain. Think differently and different solutions open up.”
Steven Martin
“Every business is theater. Every customer is an audience.”
Pine & Gilmore · The Experience Economy
“Do or do not. There is no try.”
Master Yoda · studio motto
Certificate & capstone

You leave with proof, and a plan.

On the final day you pitch your own concept in a 3-minute presentation: the core emotion, the one-line story, the memorable moment, one deliberate design choice, and your next step. Complete it and you receive the certificate “Emotion Architecture Fundamentals by Steven Martin.” You also receive an email-signature badge to show your own clients that you trained with us, a mark of quality you carry into your work.

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Backstage ON STAGE · The series

Backstage ON STAGE reports

Step behind the curtain. Five short films on how a Backstage ON STAGE show is designed, from technical design to the creators themselves. New episodes are on their way.

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Session 1 · limited to 15 seats

Take your seat for session 1.

“I have never worked a single day in my life. But how much time did I spend having fun!”or: how a job can become a life's passion.

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waitlist@backstageonstage.eu

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