The future of live experiences in 2025
How are live experiences shifting in 2025? We spoke with BRS Co-CEO Brendan Shelper about the rise of participatory storytelling, AI-driven personalisation, and why sustainability is now non-negotiable.
by Brendan Shelper
How do you see live experiences evolving by 2025, and how is Battle Royal Studios adapting?
Live experiences have been increasingly blurring the line between the physical and digital realms since a few years now. But what audiences now expect is more personalised, interactive, and seamless integrations of technology that elevate the sensory impact of an activation. At BRS, we’re leaning into formats or models that combining our roots in theatrical storytelling with digital engagement tools infused with sensory experience. Our focus is on creating highly immersive activations that balance human connection with innovative tech and sensorial triggers, ensuring every experience feels meaningful and highly memorable.
What new tech innovations are you most excited to bring into the studio’s work?
We’re particularly excited about advancements in AR and AI-driven personalisation. AR has the power to create shared, yet deeply individualised experiences, while AI offers opportunities for real-time audience engagement and adaptive storytelling. At BRS, we’re also exploring how existing tech such as QR codes and microsites can be used to build captivating physical journeys within our events. Simple ideas with great design can transform the way audiences interact with live events. These tools allow us to push creative boundaries and reimagine how guests experienced and connect with brands and products or stories.
How is Battle Royal Studios embedding sustainability into its activations, and what role will it play in future projects?
Sustainability is no longer an option; it’s a responsibility. We’re embedding eco-conscious strategies into the design and production phases of our projects and will launch a new initiative to better coordinate our supply-chain and clients under one common goal that aims to more accurately measure the environmental impact of each project. Future projects will aim to minimise the calculated environmental footprint and impower clients to off-set their footprint in meaningful ways. It needs all parties to take responsibility for this to work, but agencies have the centralised power to coordinate this much needed change.
Are live experiences shifting toward smaller, personalised experiences, or is there still a place for large-scale activations?
Both have a role to play. Intimate, personalised experiences are becoming essential for fostering deep connections, particularly for brands targeting niche audiences. However, large-scale activations remain unparalleled in their ability to create shared cultural moments and generate mass impact. At BRS, we see these formats not as opposing forces but as complementary tools, leveraging their unique strengths to craft layered, multi-scale campaigns.
How do you see experiential storytelling evolving, and what role will it play in shaping brand experiences?
Experiential storytelling is evolving to be more participatory, placing audiences at the centre of the narrative. The days of passive consumption are over; people now want to co-create experiences with brands. This shift demands a rethinking of how we structure stories, with open-ended frameworks that adapt to audience input in real time. For brands, this kind of storytelling is crucial to building lasting emotional connections and fostering a sense of brand love or adoption.
Which trends do you think will have the biggest impact on live events in 2025?
Live experiences will continue to dominate, most people are desperate to find tangible spaces to exchange and interact, so live will thrive in 2025! Keep an eye on advancements in AI, and activations fuelled by the rise of micro-communities and platforms that empower co-creation. Check out character.ai, if you have teenagers, you’re probably aware, but kids are using this for their social interaction these days, powered by AI conversations.
What excites you most about the future of live experiences, and what are your personal goals for Battle Royal Studios?
What excites us most is the limitless potential for live experiences to inspire, connect, and transform. The industry is poised to become more creative, more inclusive, and more impactful than ever. Personally, my goal for Battle Royal Studios is to continue leading the charge in redefining experiential design, merging innovation with artistry. I want us to remain bold, constantly exploring new formats and technologies while staying true to our ethos of authentic, emotionally resonant storytelling.
