Crafting immersive brand activations where every detail transports your consumers

Everyone thinks they’ve been to a ‘unique’ event, but how do you actually turn venues into entire universes? How do you pull that off in immersive events?

It's about broadening the line of sight, so every little detail contributes to the larger event. This approach requires us to shift how our departments think and operate; we interlink them more closely than ever, ensuring the outfits, the set designs, and even the minor props, carry the thematic threads of the main story. In our world,

— literally. From the food and beverage areas, which we treat as secondary stages, to the way we manage our catering — everything is an act in the play. Even the flavours are cast like characters, each adding to the narrative we're creating through the event production.

That sounds like it requires meticulous coordination and a lot of creative foresight. How do you manage to keep all these elements in sync when producing an event?

It's a massive orchestration, where clear roles and responsibilities are crucial. We’ve increased both our team size and the scope of their responsibilities. Every team knows their lane but also understands how it intersects with others. This isn't just about having more bodies on the ground; it's about empowering each person with the responsibility to see their role as part of a grander vision. Every light, every fabric, every taste — it’s all meticulously planned to enhance the immersive journey, not just serve as background.

With such a complex setup, have you faced any particular challenges that stood out in event productions?

One of the biggest challenges is ensuring that these integrated elements remain accessible and impactful. For instance,

, figuring out how to make the registration process — a typically mundane first step — into an engaging, thematic immersive experience was tough. We had to connect technology with human interaction seamlessly, making sure it set the tone for what was to follow. It’s about turning every potential stumbling block into a stepping stone for deeper engagement.

Looking forward, how do you see these immersive experiences evolving in experience marketing?

The future is about pushing these boundaries even further. Every event will be a multisensory journey where the line between performer and audience blurs. We’re moving toward a place where tech, live events, performance, and guest interaction merge to create not just moments, but memories that linger in consumers. As we evolve, the challenge will be to keep innovating while ensuring these technologies and narratives genuinely enhance the experience and don’t just serve as decoration.

Check out our

on how we put this to work!😎