When you hear the phrase ‘immersive event’, do you imagine festivals, theme parks, carnivals, showcases, nightclubs, dining or something completely different? The scope of the experiential event is now so widespread that brands across all industries, from nightlife to restaurants and even gyms are using this design to develop their brand and connect with their audience. Clientele are no longer impressed with an elaborate logo and high-budget commercial, as across the saturated world of social media networks people are looking for a deeper significance to their shopping and entertainment choices.
Festivals
Festivals are testing grounds for some of the most extravagant designs of experiences which even rise above the world of theme parks, with the likes of Tomorrowland and Boomtown Fair creating towering monoliths of functional builds that could be straight from a movie set. With a complex backstory brought to life with characters and performers that have even zip-lined to the main stage, each incarnation of a festival is connected to the next with an underlying message and connection to a lifestyle that attendees become part of.
Have a look at how some festivals have been creating interactive experiences:
- Boomtown Fair
- Dreamstate USA
- Parklife Festival
- We Are FSTVL
Nightlife
A new era of immersive events has taken over nightlife culture, with everything from jungle underworlds to a pirate ship making an appearance as a stage centrepiece. With quick setup and removal, nightclubs, bars and restaurants can easily transform themselves into new renditions on a regular basis and keep the attendees excited about the next instalment. One of the most dramatic events for over a decade, IllumiNaughty, has seen its fans through a lost Aztec city, a futuristic neon Tokyo, an Aquatic descent and a decadent Gatsby showcase, all created bespoke by Visual Architects and setup in the theatrical Troxy venue in London. As more events take on the spectacular look of themed experiences, the more pressing the need for others to match up.
Here’s our list of the best events to dive into:
- IllumiNaughty
- Kalypso Croatia
- Pukka Ibiza
- Summerised Sessions
Restaurants & Bars
Foodies need not feel left out, as the experience has reached all kinds of bars, restaurants and even hotels, including permanent fit-outs of bespoke décor to embody the cuisine and skills of the service. The Soul Street restaurant in Dubai is an ideal example of how décor can be used to represent the different cultures of food served within the establishment, with installations ranging from wall murals of ancient figures to even a 1950’s American Cadillac. As one of the most Instagram-ready spots in Dubai, and voted as one of the top 20 restaurants in the city, it has gained widespread recognition as the place to go for real soul food.
In addition to creative fit-outs, restaurants and corporate brands have been holding immersive dining experiences, taking a gourmet evening a step further. If you’re looking for a culinary experience that includes a trip through another era, comedy, performance or true character, you can find something to your taste as the rise in dining experiences continues to take over.
To discover more about what dining experiences can offer, take a look at some of the fit-outs and events that have gained recognition:
- Soul Street Dubai
- Cottonopolis
- Mamarosa – Barcelona
Corporate Events
Corporate events have long taken on a distinctive look at their events, to showcase their products and services with a defined brand image. These events are typically slick, stylish and radiate their identity to draw their audience into what they can offer. With plenty of photo opportunities and interactive features, they are helping to give a signature look and lifestyle to their brand.
For inspiration, have a look at how some of the big name brands theme their events:
- Superdrug
- Puma
- The Hut Group
- Adidas
With ever more dramatic advances in technology, brands are drawing their audiences further into their identity and experience. With innovations in virtual and augmented reality, 3D mapping and interactive features, visitors are transported to new settings and demand ever more. We are moving forward through a dramatic transformation in the way we interact with and entertain each other, where we fully connect with experiential events and environments.
