Trend of the Week

To capture the fleeting attention of passersby, you have to go big or go home, and this year, we’ve seen brands popping up towering installations of recognizable icons that have had consumers doing a double take, pulling out their phones to snap photos or even just stopping for a moment to admire the temporary monuments. […]

Dog-friendly experiences have their appeal, but savvy marketers are pulling on pet parents’ heartstrings with events that don’t just allow pups, but are specifically designed with four-legged friends in mind. Whether it’s colors optimized for canines’ eyes, games and challenges built to stimulate their brains, or treat zones for their enjoyment, companies are sniffing out […]

Gen Z helped put wellness on the map, both as a lifestyle space and a business imperative. In events, wellness has been steadily evolving from a conversation, to an activity, to a full-on sponsorable engagement for brands—this year, among non-endemic companies, especially. Earlier this year, retail and e-commerce professionals were treated to recharge experiences at […]

In the age of distraction and content overload, experience builders are leaning on the five senses to tap into the memory-making circuits of the brain. And this year, more events are incorporating moments for brands to literally get in the ears of their target audiences (and effectively, be one-on-one) with listening booths that surround them […]

Identifying the right venue for the right experience is among an event prof’s top challenges, but upscale-leaning brands have been solving for the pain point by checking into hotels to host pop-up experiences that offer atmosphere, built-in amenities and plenty of space to spread out. From rooftop retail cabanas to self-care suites, here’s how marketers […]