An agency without walls.

You’re probably thinking what does that mean?! Working with us opens you up to the vast creative community that we know and love and are an active part of. We are believe that creating experiential events that are set apart from all else, requires the input of people of who thinking creatively, differently and are always pushing the boundaries. The variety of experience within our team means that we have input from artists, music, construction.. from around the world.


Debs Armstrong

- CEO and Founder

Deborah Armstrong is an award-winning Creative Director with a reputation for creating trend-setting Experiential. She has founded a number of influential creative companies over the last 15 years including Shangri-La at Glastonbury Festival. Strong & Co was founded in 2006 to produce top-end, bespoke, Experiential. It has a broad reaching portfolio for clients including; Twitter, Warner Bros, The Guardian, Channel 4, Google, The Liverpool Biennial and Bear Grylls. Strong & Co won 2017 Experiential Agency of the Year (under 40 staff) in the UK Event Awards.

Considered one of the top 3 most influential people in the UK Events Industry by Event Magazine readers, her background is in Fine Art with a speciality in immersive installations. She studied from 1993-1997 at Central St Martin’s and Byam Shaw. She first made her mark in the events industry within Festivals as the Producer of Lost Vagueness (2002-2006), Arts Council funded,, it was the first Experiential to articulate key notions such as the importance of storytelling and audience/performer boundary dissolution. Deborah also founded Shangri-La Glastonbury (2008-2015), as MD and Creative Director she oversaw its development into an Experiential event the size of a small town. Both events have been described as “legendary” and “game-changing” in the media, inspiring a host of younger Producers creating mass participation Experiential such as Boomtown and Secret Cinema.

It is unusual to find someone stemming from such a highly artistic, indeed anti-capitalist culture, who is comfortable dealing with complex commercials but as she says “Some of the harshest lessons of my career have taught me you can have the worlds best creativity but if the commercial side isn’t balanced then people get hurt, ideas won’t flourish and that’s simply not happening on my watch.”

Nienke Jongsma

- Production Manager

Nienke is a top notch Production Manager and Designer who has been working with Debs for almost 10 years. Originally from Holland, Nienke studied Graphic Design and worked at the G-Star Jeans design studio in Amsterdam for almost 5 years before moving to the UK. Nienke started her way in the events industry with set dressing and over the years she combined her passion for designing, fabrics and 3D designs with her skills in organisation and high quality production values.

Maree Featherstonhaugh

- Senior Event Co - Ordinator

Maree is a key member of our Production Team, she's a serious doer. Achieving is the name of the game. Maree has a background in visual arts having studied photography at Nottingham Trent University and started in events with renowned local arts festival Hackney WickED in 2011. Set in an area with the highest concentration of artists in the UK the festival celebrated art and the local community, it needed some tight admin and production. Quickly settling in Maree has been organising creatives’ ever since. 

Simon Vaughn

- Project Manager

Simon heads up the Project Management of our events and artist management. Prior to joining us he worked as an event and project manager for a number of brands across different sectors, heading up their experiential marketing activities. His career has involved him travelling the world and taking on some quite bizarre job roles in the process, one being a goat farmer in Greece for a short time. 

Eyal Edelman

- Construction Manager

An award-winning artist and designer, maker of extraordinary art and industrial creations, Eyal has an MA degree in fine art awarded by Camberwell College of Arts. He has been an exhibiting visual artist/performer and technical producer since 2004. Eyal has extensive experience in contraption and prototype manufacture to architectural site construction. He is adept in the production and coordination of local and international projects, and has collaborated with numerous artists and organisations. Still hasn’t found a decent falafel in London though.