Home FEATURED NEWS 27Names Identify Key Trends For The Future Of Experience

27Names Identify Key Trends For The Future Of Experience

Mar 17, 2021

European live communication network, 27Names held an online forum ‘The Future of Experience’ to discuss the future of the event industry on March 16th 2021. The host partner agency Verve delivered the key presentation live from Dublin.

They were joined by Dries Mahieu from the 27Names Belgian partner, The Oval Office who shared his 10 learnings from the past 12 months in the virtual event space.

Guest speakers Corie Hawkins of Google and Philipp Bodzenta, from The Coca-Cola Company in Austria later shared their perspectives on how the pandemic has shaped their communication strategy in the short to medium term.

The 5 key trends identified by Verve were:

Home for everything

Home will continue to play a role as the ultimate multi-functional ‘venue’ with 84% of employers predicting that ‘working from home’ will continue in some form post-pandemic. Brands who can deliver rich immersive experiences to the home will be the winners of 2021. Supporting case studies references included: Secret Cinema from Haagen Dazs and the Stella Artois Hotel.

Craving Connection

1 in 3 reported feelings of social isolation and detachment from key relationships during the pandemic. Events and brand experience have a key role in building communities and helping people feel connected during the pandemic. Supporting case studies references included Spotify’s The Sound of Colleagues and Replika AI Chatbot.

Unplugging by Replugging

The wellness industry is worth $4.5 trillion dollars and 77% of people say that wellness is very or extremely important to them. The events and live communication industry must continue to find ways to weave wellness into their projects. Case studies included the Echoes geo-located sound walk app and LuLuLemon’s interactive mirror.

Making a New World

We live in an age of Black Lives Matter, Me Too and Climate Strikes – and creative agencies must find ways to integrate these cultural revolutions into events and experiences in a meaningful way. 74% of consumers expect brands to make a stand on important issues. Case studies included Hellmann’s Animal Crossing Island and Visa’s ‘Everywhere Fashion Pop-Up’.

Space to Play

Live events will be transformed by the pace of innovation in technology we’ve seen over the past 12 months from AI, VR, AR to integration into gaming platforms. Case studies referenced included the Vancouver AR Mural Festival and the Travis Scott Fortnite concert.

27Names agencies are optimistic that the event industry will emerge stronger from the Covid19 pandemic thanks to the many innovations and technologies embraced over the past 12 months.

About the 27Names network:

27Names brings together the boldest and best independent live communication agencies across Europe. Our mission is to enable our partners to thrive by promoting collaboration, innovation, and creativity; but we’re much more than a professional network!