Connect Live has announced its evolution to Vyra, marking an exciting new chapter while honouring two decades of expertise in live events.
During its tenure, the agency has built trusted partnerships with globally renowned brands including Lotus Cars, MG Motors, Bentley Motors, BYD, Aston Martin, Zenvo, and Pirelli. This evolution reflects an ongoing commitment to building on a strong foundation and providing cutting edge, live events expertise.
With repeat collaborations across automotive, culture, and lifestyle sectors, the agency is proud to partner with pioneers who share its vision for creativity and innovation.
Joe Duffield, Managing Director of Vyra, commented: “The agency is incredibly proud of its heritage and the relationships built along the way. This is not just a new name, it reflects our evolution and ambition. Vyra is movement, from the Latin roots of motion, symbolising growth, energy, and forward momentum, something that we are passionate about bringing to all of our clients. Built on 20 years of expertise as Connect Live, we carry forward the same values, trust, and craft. Vyra opens space to scale, adapt, and enter new markets. This is not a rebrand, but a recalibration for what’s next. Vyra pushes creative boundaries to engineer experiences that transform, inspire, and connect beyond the event itself. With enhanced content offerings and the fusion of creative and technical design, we craft seamless blends of physical and virtual worlds. Combining ambition with expertise, we deliver with precision, high-performing, effortless, and unforgettable, whether on a global stage or in an intimate cultural setting.”
Belinda Hynes, Client Services Director, notesd “Having worked closely with our clients for over 15 years, I’ve seen firsthand how lasting partnerships are built on trust, understanding, and shared ambition. The transition from Connect Live to Vyra is an exciting evolution that strengthens our ability to deliver precisely what our clients need – innovative, influential moments that truly resonate”
As part of its growth, Vyra announces the appointment of James Davies as Head of Global Projects, bringing over a decade of experience in international productions, concert touring, and high-end corporate events. James will lead the strategy and delivery of global projects, strengthening client relationships and expanding Vyra’s ability to deliver bold, transformative experiences worldwide.
Vyra builds on a history of projects, ranging from the hybrid real-life and virtual cinematic reveal of the Aston Martin DBX707 launch, which quickly pivoted to a fully virtual event garnering over half a million global views, to groundbreaking anamorphic and automotive reveals such as the MG IM 5 and IM 6, where an impressive 11 × 7 m, 9 m-high anamorphic LED cube combined storytelling with technical expertise.
Vyra has also had a close partnership with Bentley Motors since 2020, when the relationship began through their shared ambition to embrace innovative virtual opportunities that allowed information on current and future plans and products to be shared more effectively. Since then, the collaboration has grown through numerous events, most recently culminating in Vyra working alongside the Bentley Design team to produce and manage the striking Bentley Pavilion at Goodwood Festival of Speed 2025.
The agency has also delivered full technical production for landmark cultural events, including the Attitude Pride Awards for three consecutive years, championing visibility, inclusivity, and community impact. Vyra’s role as both sponsor and supplier for the prestigious Rolling Stone UK Awards 2025 at Camden’s Roundhouse further highlights its expanding footprint in high-profile, globally recognised live experiences.
As Vyra steps into this new era, the agency is focused on expanding its creative engineering expertise on a global scale while embracing emerging technologies and sustainable event practices. With ongoing investment in innovation and talent development, Vyra is committed to setting new standards, creatively engineering influential moments for the world’s most recognisable brands.
