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Designing Theatrical, Immersive Worlds, with Dr. Ilana Gilovich-Stossel

Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative […]

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Pop-Ups

The Brief: Boot Rooms and Beer Windows

This week’s hot takes on hot topics in experiential marketing cover the Febreze Boot Room Tour, folding pubs and Peroni Portals.

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Pop-Ups

Experiential Marketing Trend of the Week: Commiseration Activations

Diehard sports fans recognize that you can’t win ’em all, but that doesn’t make their team’s losses any less devastating—especially during tentpole tournaments like the FIFA World Cup and March Madness. And as of late, savvy brands have been quick to offer a shoulder to cry on with commiseration-themed activations designed to boost spirits (and […]

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Festivals & Fan Cons

5 Big Experiential Themes from Fanatics Fest 2026

To know the fan, you must be the fan. And brands that showed up to Fanatics Fest 2026 proved it. We navigated around talent walkways—how stars get from backstage to in-booth panels and appearances—drops and more. Here’s what stuck out.

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Sponsorships

Paycom Makes a Loyalty Play at SHRM26

Paycom has been part of the SHRM show for more than a decade, but this year, the brand hedged its bets on a decidedly experiential strategy, and scored a record number of leads.

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Pop-Ups

Minty Lands in Creator-Rich Miami with a Social-Ready Pop-up

The AI shopping app’s trendy activation highlights brand partners at Swim Week It may be a surprising stat, but Miami is home to the most top Instagram influencers per capita in the U.S., beating out L.A. and NYC. And for a growing brand like Minty, the first AI cashback and savings app in ChatGPT, activating […]

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B-to-C Events

3 Things We Loved from Laneige’s Wonder Lab Pop-up

The Laneige Wonder Lab is on the move, hitting six locations this summer with hydration-inspired experiences. We stumbled upon the tour’s first stop in Orlando, FL, in front of Sephora at Disney Springs, which took place July 18-21. The activation featured the brand’s signature color palette of blues and pinks with a tiled backdrop that […]

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B-to-C Events

The Brief: Hut Originals and Running Vaults

This week’s hot takes on hot topics in experiential marketing cover Run Vaults, Gold Squad goals and taking it Back to the Hut.

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B-to-B Events

Swag That Works: The New Rules for Trade Show Giveaways

When Middesk set out to build trust with Money20/20 attendees, it transformed its booth into “The Trust Club” filled with custom-designed merchandise created specifically for the trade show experience. From heavyweight crewnecks to limited-edition duffles, the brand designed exclusive items to drive engagement at different levels, all leading back to the overarching message. “Trust is […]

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B-to-B Events

How Beverage Culture is Weaving its way into Trade Show Programs

A Watermelon Basil Refresher? A frothy Strawberry Matcha Latte? An… IV? Beverage culture is exploding, and exhibitors are turning to unique hot and cold non-alcoholic sips to deliver deliciousness along with engagement throughout their trade show programs. Here are some of our favorite flavors and activations.

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