Event Summary
Client:
7-Eleven Australia
Project:
Shaping Our Future National Conference & Experience Centre
Location & Venue:
Melbourne, Melbourne Convention and Exhibition Centre (MCEC)
Timing:
May 2026
Scale & Format:
1,800+ premium delegates, 54 trade exhibitors, 12 bespoke corporate activations, 40+ custom content digital assets, and 12 semi-trailers of production infrastructure delivered across a multi-day format.
Services:
Event Management, Delegate Management, Content Production, Virtual & Hybrid Events
Bringing a bold business vision to life through strategy, storytelling and experience.
Event Overview
When 7-Eleven set out to communicate its future growth strategy, the objective was clear: align franchisees, suppliers, partners and team members behind a shared vision for the future of the business.
The result was Shaping Our Future – A Taste of Tomorrow, a large-scale strategic event designed to inspire belief, create alignment and demonstrate how 7-Eleven plans to strengthen its position as Australia’s neighborhood store, with food and beverage at the heart of its future growth.
Our Approach
From the outset, our role extended beyond event delivery.
We immersed ourselves in 7-Eleven’s business strategy, objectives and desired outcomes to ensure every element of the experience contributed to the story being told.
Working closely with the 7-Eleven team, we helped translate complex strategic priorities into a clear and engaging delegate experience. Every decision, from content and staging through to environmental design and audience engagement, was evaluated against a simple question: “Does this help bring the strategy to life?”
This collaborative approach ensured the event was not only exceptionally executed, but also meaningful, relevant and aligned to the broader business vision.
Experience Design
Innovation sat at the heart of both the delegate experience and event storytelling.
The event design transformed more than 1,000 square meters of exhibition space into a carefully choreographed journey. Delegates entered through an arrival experience before moving through a concealed pathway that connected the venue foyer to the plenary. The Experience Centre itself remained hidden behind a fully draped environment until a key moment in the program, when Kinesys automation technology was used to lift the drapes and reveal the entire space in one dramatic movement.
Inside, 54 exhibitors and 12 bespoke 7-Eleven activations brought future initiatives and business priorities to life through immersive and interactive experiences.
Complementing this was a custom 32-metre-wide digital canvas made up of seven individual screens, powered by advanced media server technology. Layered content design enabled both unique screen experiences and seamless full-screen takeovers, creating a dynamic visual environment that elevated the storytelling and reinforced key strategic messages throughout the event.
Event Execution
One of the defining characteristics of this project was the strength of the partnership between the Peanut and 7-Eleven teams.
Throughout the planning process, there was a shared commitment to achieving the best possible outcome. Ideas were challenged, assumptions were tested and decisions were carefully considered to ensure every investment added value to the delegate experience. Built on trust, transparency and mutual respect, the relationship enabled open conversations, strategic collaboration and a genuine focus on achieving the event objectives together.
Event Outcomes
Over three days, Shaping Our Future successfully brought together more than 1,800 delegates, creating a shared understanding of 7-Eleven’s future vision and the role each stakeholder plays in helping achieve it.
By combining strategic storytelling, immersive experiences and a highly collaborative planning process, the event transformed complex business priorities into an engaging and memorable experience that informed, inspired and aligned franchisees, suppliers, partners and team members.
The event received exceptional feedback across all audience groups, achieving:
95% Delegate Satisfaction
95% Sponsor Satisfaction
84% Internal 7-Eleven Team Satisfaction
Most importantly, the event strengthened confidence in 7-Eleven’s future direction and demonstrated the power of bringing strategy, experience and partnership together to create meaningful business impact.
