Somehow, we’re already halfway through 2025 — and if you work in experiential, you’ll know it’s been a bit of a whirlwind. Consumer behaviour keeps shifting, budgets are tight but expectations are sky-high, and culture is moving faster than ever. Between client briefs, production sprints, and trend-spotting, it’s easy to keep moving without stopping to reflect. So here’s me hitting pause to take stock of what’s stood out so far and where I think things might be heading.

What’s Been Standing Out So Far

1. Intimacy Over Impact If there’s one clear shift I’ve noticed, it’s the move toward smaller, more meaningful brand moments. The big, high-production stunts still have their place, but there’s definitely more appetite for experiences that feel personal and emotionally engaging. Think low-key wellness pop-ups, intimate brand dinners, or one-on-one moments that feel highly curated — a standout example is Absolut Vodka’s “House of Cosmo” activation at Coachella 2025. This immersive experience featured air-conditioned lounges, DJ sets, and self-expression stations, all designed to offer festival goers a personalized and memorable encounter with the brand. The activation underscored Absolut’s “Born to Mix” messaging, providing an intimate setting amidst the bustling festival environment.

2. Pop Culture Still Wins — But Only When It’s Done Right Tapping into pop culture isn’t a new idea, but it’s still one of the fastest ways to grab attention — when it’s thoughtful. I’ve seen a lot of brands doing this well by creating immersive environments that are inspired by music, film, fashion, or nostalgia, without feeling like a copy-paste of what everyone else is doing.

One example that’s been on my radar is the return of 29Rooms by Refinery29. It’s celebrating its 20th anniversary and still feels culturally spot-on — part gallery, part selfie playground, part social commentary. You can see how its influence is trickling down into newer brand activations too: everything built to be shareable, sensory-rich, and layered with storytelling.

3. Sustainability as a Creative Driver Sustainability has officially moved beyond buzzword status. This year I’ve seen more brands backing up their green claims with real action. And it’s not just the build — even swag is evolving. There’s a growing shift toward upcycled items, zero-waste approaches, and digital mementos instead of cheap throwaways. It’s pushing us to be more intentional with what we make and how we leave a space.

4. Tech That Enriches Rather Than Distracts Technology continues to transform experiential, but the standout applications are those that enhance human connection rather than overshadow it. RFID wristbands that unlock personalized journeys, QR-driven narrative trails that deepen engagement, and AI-enhanced photo experiences that capture genuine moments of joy. These implementations succeed because they amplify the story rather than becoming the story themselves.

The magic happens when technology feels invisible yet indispensable, working behind the scenes to make each interaction more meaningful, surprising, or seamless.

What Could Be Coming Next

Let’s be honest, none of us really know what’s next but I'll give it a go. Looking ahead to the rest of 2025, I think we’ll see:

The Rise of Hyper-Local Authenticity We're witnessing the death of the cookie-cutter activation tour. Brands are increasingly recognizing that each city has its own cultural fingerprint, and the most resonant experiences will be those that feel native to their environment rather than parachuted in. This means deeper collaboration with local artists, embracing regional traditions, and creating moments that couldn't exist anywhere else.

Creative Resourcefulness as a Virtue Necessity continues to mother invention. The most innovative teams are finding ways to do more with less: designing modular experiences that can transform between contexts, forging unexpected brand partnerships that share resources, and creating builds with second and third lives planned from inception. What began as economic pragmatism is evolving into a creative philosophy that values ingenuity over excess.

Experience Beyond the Moment The boundaries of "experiential" continue to blur and expand. The physical activation is increasingly becoming just one node in a larger ecosystem that might include digital extensions, community-building initiatives, content strategies, and loyalty programs. The brands seeing the greatest ROI are those thinking holistically about how the experience reverberates before, during, and long after the actual event.

How We’re Responding at AGM

We’ve always believed that the best experiential work lives at the intersection of cultural relevance, creativity, and measurable impact. These trends — from the rise of hyper-local storytelling to sustainability-driven design — aren’t just interesting to watch; they’re actively shaping how we work.

Already this year, we’ve helped brands scale bespoke experiences with limited footprints, collaborate meaningfully with local creators, and reimagine swag through digital and upcycled alternatives. We’re evolving our production approach to build with reuse and modularity in mind — and we’re exploring new ways to extend experiences beyond the moment through content, social amplification, and community-building.

We’re not just observing these shifts — we’re building into them. And that’s what makes this moment in experiential feel so full of potential.

Have you noticed other emerging patterns in the experiential landscape? Let’s compare notes on what's resonating with your audiences right now. This conversation is always evolving, and the best insights often come from unexpected places.