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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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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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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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Experiential Marketing Trend of the Week: Creator Summits

The brand trip is evolving. It’s no longer just about whisking away influencers to a luxury destination for a vacation filled with product sampling, demos and gifting. Now, brands are collaborating with content creators on summits that fold them into the marketing engine as brand ambassadors and partners. The itineraries are stacked with brand-focused educational […]

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10 Brands Capturing FIFA World Cup Fever with Stunts, Activations, Pop-ups

After almost 40 days, the FIFA World Cup 2026 wrapped on July 19, but the experiences live on. Check out how brands showed up around the world to capitalize on the event of the summer.

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Why a Dog Hydration Brand Designed an Activation to Meet Dogs at Their Level

For new brands and challenger brands alike, investing in experiential marketing doesn’t always require a huge budget or “bold” plan.

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The Brief: Cowboy Deliveries and Talking Toilet Paper

This week’s hot takes on hot topics in experiential marketing cover cowboy deliveries, synchronized gaming raids and talking toilet paper.

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Experiential Marketing Trend of the Week: Time is Luxury

Consumers are embracing tools to help automate their lives and their work, because while today they enjoy an economy of endless choices, the biggest luxury in a culture moving at warp-speed is… time. Experiential marketers are uniquely suited to ensure time is well spent, which is why they’re basing entire event strategies on the clock. […]

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Watch: Leah Stark of Ecolab in The Studio at EMS 2026

Welcome to Studio Sessions, interviews filmed in the field with the minds behind the moments. In this episode, Leah Stark, director of experiential marketing at Ecolab, joins us at the 2026 Experiential Marketing Summit to discuss what it means to be a bold-thinker and risk-taker in the industry, and what that looks like in practice. […]

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Crayola Grows Up: How a 123-Year-Old Kids’ Brand Is Rewriting its Playbook for Adults

With the launch of Crayola All Grown Up, the brand is making its biggest push yet toward marketing to adults.