For over a decade, Amaka Akukwe has been at the forefront of Nigeria’s luxury event planning industry. As the Founder and Chief Creative Director of Redbox, she has transformed celebrations into immersive, world-class experiences. Her approach involves collaborating closely with clients to understand their unique styles and preferences, translating them into stylish, bespoke celebrations. In this interview, she shares her journey, the challenges she overcame, and how she continues to push creative boundaries in the ever-evolving events industry.
By Goodness Amadi
Take us through your growing up and your event management journey.
I grew up between Abuja and Lagos, constantly adapting to new environments and building friendships across cultures—a skill that’s invaluable in event planning. My career truly took shape during my time as a Media Executive at Chocolate City, where I helped orchestrate the iconic ‘Everybody Loves Ice Prince’ concert at Eko Hotel. Transforming an empty hall into an electrifying experience was pure magic—that’s when I knew events were my calling. To hone my craft, I pursued certifications in outdoor events, weddings, and general management at The Event School London. Every project since has been about creating immersive, themed experiences where every detail tells a story. Redbox was born from that vision: to create moments that transcend the ordinary and leave an indelible mark on everyone who walks through the door. While luxury is part of what we do, it’s the experience that truly defines us.
How did your journey in event management begin?
I pursued certifications from the prestigious Event School London, which equipped me with the tools to turn passion into precision. Starting Redbox with a partner was a leap of faith, but when we parted ways, I saw it as an opportunity to redefine the company’s identity. I poured everything into building this experiential event planning firm. Along the way, I learned that success in this field isn’t just about creativity—it’s about resilience, communication, and thriving under pressure. Every project has been a lesson, and every challenge has shaped me into the planner I am today.
What challenges did you face and how did you overcome them?
The early days were a test of grit. We struggled to secure high-end clients, establish credibility, and stand out in a competitive industry. One defining moment came when we faced a vendor cancellation just days before a major event. Instead of panicking, we rallied, tapped into our network, and improvised with creative solutions. The result? An occasion that not only met but exceeded expectations. That experience taught me a valuable lesson: challenges are inevitable, but excellence is non-negotiable. It’s a philosophy that has guided Redbox ever since.
How has Redbox evolved since its inception in 2013?
From its humble beginnings, Redbox has grown into a powerhouse of experiential event planning. We’ve expanded our services, built a world-class team, and mastered the art of storytelling through occasions. Whether it’s a Nollywood premiere, a high-profile celebration, or a corporate gathering, we’ve become synonymous with immersive, unforgettable experiences. Our ability to transform spaces and evoke emotions has set us apart, and we continue to push boundaries, blending creativity with flawless execution. After every project, we sit down as a team to reflect on how we could have improved—it’s how we keep raising the bar.
Can you walk us through your creative process when planning an experiential event?
Every project starts with a conversation—a deep dive into the client’s vision and the emotions they want to evoke. From there, we assemble a team of experts to brainstorm concepts that are as unique as the client themselves. We focus on every detail: the ambiance, the narrative, the sensory journey.
Whether it’s a custom scent wafting through the air, lighting that shifts with the mood, or seamless transitions that feel like magic, we craft every element to create a fully immersive experience. It’s not just about what people see; it’s about how they feel. And we’re always exploring ways to push the boundaries of what’s possible.
What are the key elements that make an event truly bespoke and experiential?
An experiential event is a symphony of meticulous planning, artistic innovation, and personalisation. It’s about crafting moments that resonate on a deeply emotional level.
At Redbox, we don’t just design events; we design journeys. From custom-built installations to unique entertainment and curated guest interactions, every detail is intentional. We want attendees to walk away not just impressed but moved. It’s this focus on the experience that sets us apart in an industry where many claim to be “luxury.”
What trends are currently shaping the event management industry in Nigeria?
The industry is evolving rapidly, with a growing demand for ultra-personalised, experiential occasions. Clients no longer want just an event; they want a journey. We’re seeing a rise in themed productions, cutting-edge digital integrations, and a shift toward intimate, opulent gatherings. Outdoor and destination events are also gaining popularity, as people seek unique settings that tell a story. At Redbox, we’re always exploring new ways to incorporate these trends while staying true to our core philosophy of creating unforgettable experiences.
How do you maintain reputation?
Consistency and innovation are at the heart of everything we do. We never deliver the same experience twice; every event is a fresh canvas. Our team stays ahead of trends, invests in continuous learning, and prioritises excellence in execution. We also nurture strong relationships with vendors, clients, and industry partners, ensuring that every occasion is seamless, sophisticated, and unforgettable. After every project, we sit down as a team to reflect on what we could have done better—it’s how we keep growing and improving.
What role does technology play in modern event planning, and how do you incorporate it into your work?
Technology has revolutionised the way we plan and execute events. We use advanced software for logistics, 3D modeling for layouts, and AI-driven tools to streamline the planning process.
While we haven’t yet used AI to enhance guest experiences directly, we’re always exploring new ways to integrate technology into our projects. Social media and live-streaming integrations also allow us to extend the reach of events beyond physical attendees. Every innovation we adopt is geared toward making occasions more engaging, efficient, and memorable.
How do you handle pressure situations or last-minute changes during events?
Preparation is key. We always have contingency plans in place and a team trained to think on their feet. Staying calm under pressure and focusing on solutions rather than problems ensures that the audience never sees the chaos behind the scenes. It’s about maintaining the illusion of effortless perfection, even when things don’t go as planned.
As a businesswoman, wife, and mother, how do you balance work and family life?
Balance is a constant juggling act, but it’s all about priorities and delegation. I’ve built an incredible team that allows me to focus on both my family and my business. I also make time for self-care because I’ve learned that a clear mind and a rested body are essential for handling the demands of this industry. At the end of the day, it’s about being present in every role I play.
I want ladies to know that their squad matters, so I’d say to them, ‘find your ride-or-die vendors and lift up other women. Charge like the queen you are by owning your value and tracking your wins. Don’t be afraid to fail, because it’s often in those moments that we learn the most – I’ve certainly learned more from my early disasters than from my successes. Finally, own your space, both literally and figuratively – it’s time to stop shrinking and take up the room you deserve. This business rewards those who bring their whole fabulous selves to the table.’
What advice would you give to aspiring event planners looking to enter the industry?
Be fearless, be detail-oriented, and never stop learning. This field demands creativity, problem-solving, and resilience. Build strong relationships, stay ahead of trends, and always strive to create experiences that people will never forget. Passion and consistency will set you apart. And remember, the best events aren’t just seen—they’re felt.
Are there any exciting projects or expansions in the pipeline?
We’re constantly pushing the boundaries of what’s possible. Right now, I’m focused on building a stronger team—people who share our passion for creating unforgettable experiences. The goal is to set a new global standard for experiential event planning—one that leaves a lasting legacy of unforgettable moments.
What lessons have you garnered running your business?
After years in the trenches, I’ve learned that patience is non-negotiable, especially with last-minute changes or creative artisans. Expecting the unexpected is key, as things inevitably go wrong at events. My secret weapon is being a “client whisperer,” tuning in to what people truly want, even when they don’t say it. Assembling a dream team of florists, tech crews, and brand experts is like forming the Avengers. In chaotic moments, my calm energy becomes the anchor, and I’ve found that beautiful events strike a balance between precision and creative freedom. This industry rewards those who can think on their feet while planning for every contingency.
How do you get inspired and stay motivated?
Oh, I’m completely addicted to that spark of a new idea; I find inspiration in the craziest places. Nothing excites me more than blank spaces full of potential. I find inspiration everywhere—art exhibitions, other events, even the rhythm of daily life.
What is your life mantra?
Be like water, but trust that everything is eventual.’ In events, this means adapting to crises while believing the vision will manifest. In life? It’s how I rise after setbacks—staying flexible but never doubting the destination. Whether I’m calming a bride’s nerves or problem-solving a delayed stage setup, this balance creates magic.
