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For the U.S. debut of its Muse and Island Sun scents, the Middle Eastern fragrance house Khadlaj recently took over the Arte Museum in Las Vegas, inviting guests on a multisensory journey of the environments that inspired the products. Inside, the two fragrances were split into their own worlds. The Muse product unfolded as a […]

The park rangers are gone, and so is the canoe. Dreamforce 2026, Salesforce’s annual flagship user conference in San Francisco, still had the camp vibe, but felt more like a reunion before a space launch. On the ground at Dreampark, we discovered how AI innovation is inspiring an evolution in the storied event's theming.

On the final morning of Outdoor Retailer in Minneapolis, dozens of participants and volunteers gathered at Theodore Wirth Park for the inaugural 57hours Adventure Race, a 90-minute orienteering course built with the Minnesota Orienteering Club and supported by The Loppet Foundation. As OR attendees and content creators were getting ready to explore the “urban outdoors,” […]

Events today are destinations, where learning, connection and commerce converge. And while shoppable event experiences aren’t anything new, we’ve got our eyes on how these spaces are serving as storytelling engines. Let’s take a look at the ways event marketers are curating a little retail therapy across the industry. Most recently, FX promoted its new […]

It wasn’t that long ago when goat yoga on the trade show floor was the GOAT. Seeing your boss doing a downward dog at 6 a.m. was somehow a healthy thing to do. And bailing out on dinner because your sensory overload was real and you couldn’t deal with your colleagues anymore was plain rude.  […]