The Women’s Leadership Festival was a flagship three-day event co-presented by the Dell Women’s Entrepreneur Network (DWEN) and The 8 Percent. Designed to challenge conventional leadership narratives, the festival brought together entrepreneurs, CEOs, emerging leaders, and community changemakers for a truly immersive experience.

This was not a standard leadership conference. Set against a visually striking Alice in Wonderland theme, the festival blended thought-provoking discussions, interactive workshops, and multi-sensory experiences to engage attendees in real problem-solving and deep strategic thinking. With major sponsorship from Dell and 99designs, the event positioned itself as a leader in innovative business gatherings, setting a new standard for leadership events in Australia.

Objectives

• Create a one-of-a-kind major event celebrating women in leadership, entrepreneurship, and creativity.
• Deliver a multi-sensory, immersive experience that left a lasting impression on attendees.
• Encourage collaboration, discussion, and real-world problem-solving rather than passive learning.
• Position The 8 Percent as an industry leader in high-impact, experiential business events.
• Integrate sponsor collaborations seamlessly into the event experience.

Execution

Concept & Branding: Developed the festival identity around Alice in Wonderland, symbolising curiosity, transformation, and bold leadership. Ensured experiential brand storytelling was embedded in every aspect, creating a visually stunning and interactive environment.

Team Leadership: Led a team of event staff and volunteers, and liaised with outside contractors and venue staff to ensure a seamless event.

Programming & Speakers: Curated high-impact keynote speakers and a diverse lineup of thought leaders, policymakers, entrepreneurs, and industry experts. Designed panel discussions that transformed into collaborative strategy sessions, allowing attendees to actively contribute to real-world solutions.

Panel topics included:

• • • The Future of Work is Now – The reality of hybrid work models beyond the hype.
    • What If the Problem Isn’t Actually Confidence? – The true barriers to women’s visibility in leadership.
    • Rage Against the Machine – Systemic obstacles to women’s success in business and politics.
    • The Only Certainty is Uncertainty – How women can build resilience in unstable economic times.

Experiential Features: The Wellness Lounge was a multi-sensory retreat within the event space, featuring meditation, tarot readings, herbal teas, and mindfulness activities. Offered attendees a place to decompress and reflect, reinforcing a holistic approach to leadership.

Interactive Audience Engagement: Used a interactive event app, games, Q&A tech, and MC-facilitated discussions to ensure that every voice was heard, including introverts.

Creative Inspiration Day: An exclusive VIP experience where attendees visited some of Melbourne’s most innovative businesses to see leadership, creativity, and disruption in action.

Featured stops included:

• • • Framestore – A leading VFX company known for its work in film and advertising.
    • Imaginator Installation – A play-focused experiential space designed to spark creative thinking and problem-solving.
    • Feast of Merit – A social enterprise restaurant, showcasing how leadership can align with ethical business practices.
    • Creative Fashion Workshop – A hands-on exploration of fashion as a medium for self-expression and leadership.

Sponsorship Integration: Worked closely with Dell and 99designs to integrate their brands into the event experience in a way that felt organic and valuable to attendees. 

Outcomes

• High Engagement & Strong Community Impact: The Alice in Wonderland theme and immersive elements created an unforgettable experience that attendees actively shared across digital platforms. The collaborative format encouraged meaningful networking and real-world strategy development, leading to lasting partnerships and business growth for attendees.
• Scalable & Repeatable Event Model: The success of the festival proved that experiential leadership events drive deeper engagement and retention than traditional conference formats. Created a template for future leadership events, with high demand for future editions.
• The Wellness Lounge as a Standout Feature: The lounge became a highlight of the festival, showcasing the importance of holistic leadership that incorporates mental, emotional, and spiritual well-being.
• Brand Elevation & Sponsorship Success: The event solidified The 8 Percent as a major player in the leadership event space, proving its ability to create high-value, engaging, and profitable large-scale events. Dell and 99designs received high visibility and direct engagement with a highly targeted audience of women in leadership.

Conclusion

The Women’s Leadership Festival was a game-changing event that redefined what a leadership conference could be. Through immersive storytelling, interactive problem-solving, and innovative audience engagement, it created an environment where women leaders didn’t just listen—they participated, strategised, and took action.

By integrating creative branding, experiential learning, and high-level industry collaboration, the festival pushed boundaries, sparked meaningful conversations, and delivered an unforgettable experience—one that will continue to influence leadership events for years to come.