Director
Sabine Fredriks
To create a successful event, it is important to be able to marvel, to imagine how spaces could look, to turn initial rough ideas and sketches into a memorable event. To understand how atmosphere works, how experiences are created, and how you turn a story into an experience. Our Event Team consists of creative makers, innovative thinkers, and decisive doers. Indispensable for a successful event! Discover who we are and what drives us.
| Job title | Director |
| Mission at SugarFactory | Develop SugarFactory into a future icon in the events world. |
| What I do | I set the course, lead the team, develop new concepts, and open doors to new collaborations. |
| Style | Ambitious, but also hands-on. |
| Why I love it | No two days—or events—are ever the same. I thrive on momentum. |
| Signature move | Translate customer dreams into scalable strategy—and say wholeheartedly "yes" to bold ideas. |
| Fun fact | Organizes every possible party at home with her four children 😊. |
| Favorite event at SugarFactory | No favorite… every event is special in its own way. |