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In the distraction age, experiential elements like immersive tunnels are blocking outside noise, adding suspense or curiosity, and creating an effective transition from one environment to another. From trade shows to upfronts to fan fests to VIP afterparties, let’s explore how brands are carving out themed passages in their activations and events.   An Entrance […]

In a sea of bulldozers and excavators digging for attention, it’s not often that a heavy equipment brand would bank on helping construction pros find their Zen. But that was exactly the approach that Hitachi Construction Machinery Americas took for its 30,000-square-foot booth at the recent CONEXPO-CON/AGG 2026.  Built around the theme “Connecting Harmony to […]

Watch as the editors of Event Marketer recap a few of their top experiential stories from March. And it all starts with an exclusive look inside Barbie Dream Fest, plus—Regency era vibes, Y2K done right and skateboarding. Subscribe to The Brief LinkedIn Newsletter   Related Links: Our Firsthand Report on Barbie Dream Fest Bravo’s ‘Ladies […]

Scouting out the right venue for Yahoo’s SXSW 2026 activation led to a pretty serendipitous matchup. From March 14-15, Austin’s Historic Scoot Inn became the Yahoo Scout Inn, a play on the brand’s newly launched AI-powered answer engine. Yahoo Scout was the centerpiece around which the western-themed pop-up was built, with the team positioning the […]

In 2004, the creators of the popular web comic Penny Arcade launched PAX to bring together the gaming community and celebrate game culture. After years of growth, PAX expanded from Washington to several cities around the world, and PAX East was established in 2010 as the event’s East Coast branch. We headed up to Boston […]