Each week, we will focus on a StandOut individual who has been extraordinary within the events industry. This week it is James Rowell, founder of JR Creative Group.

How did you get into the events industry? Where has your career taken you and what roles have you enjoyed?

I’ve always been fascinated by real immersive theatre, where the line between audience and performer completely disappears. Years ago, I watched The Drowned Man by Punchdrunk and it absolutely blew my mind. It wasn’t just a show, it was a world you stepped into. And I remember thinking, this is it, this is what live events should feel like.

That spark never really left. There was a part of me that knew I wanted to bring that level of immersion into the events world. To think differently, to build experiences rather than just events. That’s how Wonderosity came to life. What started as a background in immersive entertainment has grown into a full business, where we now get to build worlds for clients and brands – whether it’s transporting guests to Wonderland, sneaking them into a hidden speakeasy, or theatrically blasting them to the moon (no rockets required).

My path through the industry has been pretty hands-on. I started out as a performer, then moved through various creative roles, and eventually stepped into running my own company as founder and CEO. I’ve always loved the creative process though, so even now I like to keep a foot in the world of creative direction. There’s nothing quite like building something from the ground up and watching it come to life in front of an audience.

What is it about your job that you love doing?

What I love most about my job is that no two days are ever the same. One moment I’m deep in a creative brainstorm about how to turn a shopping centre into Santa’s HQ, and the next I’m on a cruise ship somewhere off the coast of Greece watching one of our shows come to life in front of an audience.

But honestly, it all comes down to the people and the process. I love building ideas with brilliant teams – taking a seed of a concept and growing it into something that transports people, surprises them, and stays with them long after the event ends. There’s a real magic in that.

And then there’s that moment, just before an experience begins, when everything’s ready, the lights are about to go on, and you know something special is about to happen. That never gets old.

What’s been the stand out moment of your career so far?

One of the standout moments of my career has to be assisting creatively on the EURO 2020 final at Wembley Stadium. Prepping a pre-match show in front of more than 67,000 people during a pandemic was no small feat, and COVID restrictions made every single element more complex, from rehearsals to logistics to the actual delivery on the day.

But the scale of it all? Just wild. Knowing that what we were creating would be seen by an estimated 328 million people around the world still blows my mind. The energy in the stadium, the pressure, the pride – it was madness in the best possible way. A total pinch-me moment I’ll never forget.

Another real stand out moment for me was when, in our very early years, a major corporate client trusted us to deliver something completely out there. We pitched them an immersive Down the Rabbit Hole experience, and to their credit, they said yes.

We transformed their garden into the Mad Hatter’s Tea Party, complete with styling and interactive performers. But the real magic happened after tea, when our Card Guards appeared, offering guests “Eat Me” and “Drink Me” cocktails. Whichever one they chose determined their path – quite literally – as we’d built two actual rabbit holes. Guests had to crawl through custom-built tunnels, which we’d turned into strange and wonderful Wonderland-inspired worlds. On the other side? The Cheshire Cat’s underground lair, which doubled as the after-party.

Every guest had a different journey, and no two stories were the same. People still talk about that event, and for good reason. It was weird, wonderful, and completely unforgettable. That client took a risk on us, and it paid off. It’s still one of my favourite things we’ve ever created.

What’s been your biggest achievement? Equally, what have you done that you can now look back on and cringe?

My biggest achievement is hands down building my own business from scratch. No investment, no safety net, just a lot of late nights, bold ideas, and sheer determination. I moved to London in 2017 with nothing, and I didn’t come from money or have a financial safety net to fall back on. But somehow, through a lot of hustle and heart, I’ve built a successful events business and a team I’m genuinely proud of. We are now a portfolio of three companies – Wonderosity, Lemon Jelly Creative and JR Creative – that sit under the JR Creative Group banner and we create experiences for global brands, cruise lines, attractions, you name it.

On the flip side, when I first started, I knew absolutely nothing about running a company. It was full-on “fake it till you make it” mode. But the funny thing is, you eventually realise everyone is doing the same. Even the people at the top are just figuring it out as they go. I’ve learned a huge amount over the years (some of it the hard way), but I also know we’re always still learning, growing and innovating.

What key pieces of advice would you give to someone starting in events?

First off: Say yes. To weird jobs, last-minute gigs, and things slightly outside your comfort zone. Every random opportunity teaches you something and builds your network, and in this industry, that’s gold.

Secondly, be kind. Events can be high-pressure and fast-paced, but people remember how you made them feel. Being the person who stays calm, positive, and collaborative will take you way further than you think.

Also, don’t be afraid to ask questions or admit when you don’t know something. Honestly, as I mentioned earlier, most of the industry is figuring it out as they go, and anyone who says otherwise is probably bluffing. I spent years thinking I had to know it all, when actually, being honest and curious gets you much further.

And finally, look after yourself. Burnout is real in this industry. It’s easy to get caught up in the madness of long days and late nights, but pacing yourself and setting boundaries will make you better at what you do in the long run.

What career goals do you have and where do you see yourself heading? For example, is there an event that you would love to work on but haven’t?

Right now, it’s all about continuing to grow the business and working with more incredible brands to build worlds, not just events. I want to keep pushing what’s possible in live experiences and really champion true immersive entertainment. The word immersive gets thrown around a lot these days, and I get why people roll their eyes at it, but at Wonderosity, we live it. We don’t just add a bit of interactivity and call it immersive – we create full environments where audiences feel part of the story. And we do it well.

Looking ahead, I’d love to work with more bold, brave brands. Ones that aren’t afraid to rip up the rulebook and create something unforgettable. The kind of work that leaves people talking about it long after it’s over.

So if you’re reading this and you’re up for building something a bit wild, a bit ambitious, and truly immersive – get in touch!

Nominate your #EventProf of the week or sponsor an #EventProf and align your brand with the best in the industry by emailing marketing@standoutmagazine.co.uk