SEPHORiA 2024: How Sephora Transformed a Flagship Event into a Global Property
Sephora’s flagship event was always meant to travel to different U.S. markets, and this year, SEPHORiA made its way to Atlanta for the first time. From Sept. 27-28, the brand welcomed fans, influencers, brand founders and its own leadership to celebrate all things beauty and explore industry trends and innovations. For beauty superfans, it was...
EM Exhibit Strategies: October 2024
Some of our top exhibit experiences on the show floor this season have involved moments of contrast. Michelin at MINExpo invited attendees into a cave for additional perspectives. Monster Energy at NACS tucked away its Monster Brewing zone in a lair, while competitor C4 served samples from a chilly, blue-hued ice bar. Studies show color...
2025 Trend Guide: Outdoor Experiences
The experiential marketing industry was built on the perception of impermanence. Early event marketers chased moments, designed one-off activations and pop-ups, and relied on tents for shelter as affordable and logistically viable options for the outdoors and the timeline. But the industry has grown up, and so have the clients and their expectations. As clients...EM Sizzle Newsletter: 10.18.2024
10.18.24 Experience builders have long predicted an “arms race” following Sphere’s launch in Vegas. Now, a second version of the impressive venue is set to be built in Abu Dhabi. This isn’t the first time an announcement has been made for a second Sphere, as the London project was rejected over multiple concerns last year, including...