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FESTIVAL SZN
Gina Kay examines the festivalisation of business events
n today ’ s dynamic events landscape , the lines between business conferences and festivals are blurring . With millennials and Gen Z making up two-thirds of the workforce by 2030 , there ’ s a palpable shift towards creating immersive , community-driven experiences . This transformation , termed ‘ festivalisation ’, is not just a trend , it ’ s becoming a cornerstone for successful business events .
Coachella 2024 : A case study in brand activations The festival that kicks off festival szn ( slang for season ) has got to be Coachella . It is one of the world ’ s most iconic festivals , and not just a hotspot for A-list celebrity attendees but also A-List brand activations .
This year , there were so many brands showcasing innovative activations that flooded our feeds : one of my personal favourite ’ s were GUESS Jeans , who transformed a series of houses into a festival site for the most current and popular influencers , models , artists , and actors for FAM Trip inspo .
Hair stylist Method ’ s immersive ‘ Unleash Your Inner Shower ’ activation showcased their ‘ world ’ s ’ combining individuality with hair styling . The brand leveraged experiential marketing to create a multisensory lounge where guests could explore Method ’ s scents and even participate in an AI aura photo experience . This approach not only
Gina Kay
elevated Method ’ s brand presence but also engaged attendees in a memorable way .
Finally , Poppi ’ s lemon-lime launch and influencer-forward focused strategy created a big fizz , as the brand reported a 200 % spike in sales during the weekend !
I love festival season , but I couldn ’ t not be reminded of Mash Media ’ s recent event – International Confex , held at ExCeL London at the end of February , it stands as a testament to the growing importance of experiential design in business events . Immersive AV ’ s stand truly exemplified this trend , pushing boundaries with a digital escape room , networking space , and a content theatre running Deaf Awareness Training . This innovative approach not only offered panoramic views of the show floor but also earned Immersive AV the prestigious Silver Stand Award .
Key takeaways As you navigate evolving trends like festivalisation that are here to stay , integrating certain elements can significantly enhance attendee engagement and satisfaction : Emphasise community : Foster a sense of community by creating spaces for authentic interactions and shared experiences that can be easily socially amplified . Showcase and immerse : Take inspiration from similar industries like experiential marketing , so you can create immersive experiences that resonate with your audience . Experiential tech : Follow Immersive AV ’ s lead by incorporating innovative stand designs and interactive elements to captivate attendees . Data-driven insights : Utilise AI , AR and VR tools to gather insights , enhance engagement , and optimise event planning and marketing strategies . Personalised experiences : Leverage technology to offer personalised experiences , such as similar themes , key trends and interactive activations tailored to individual preferences .
Paradigm shift The festivalisation of business events is more than just a passing trend , it ’ s a paradigm shift that reflects the evolving expectations of today ’ s attendees . By embracing festivalisation , integrating innovative brand activations and leveraging technology-driven insights , you can create memorable experiences that your attendees want to share and return year after year . As we look ahead to the future of events , one thing is clear : the fusion of business and culture is here to stay , and those who embrace this will garner the attendees of not only tomorrow but also today for years to come . CN www . conference-news . co . uk