Experiences are evolving, and so are the ways brands and consumers interact — from immersive cinematic adventures, to sober wellness gatherings, AI time manipulation, and content co-creation. This month’s trends spotted by GPJ Strategists Donny Fox and Sophie Roig.
The movie-going experience is evolving beyond theaters
New kinds of cinematic experiences are taking shape as brands create immersive, IRL adventures for fans.
The theater-going experience is under threat,” said Sean Baker as he accepted the 2025 Oscar for Best Director, but this threat isn’t new. What is new is how streaming platforms and entertainment brands are creating IRL experiences that immerse viewers in new kinds of cinematic worlds. Perhaps there is more opportunity than threat in the world of cinematic experience.
Sober partying & wellness festivals are all the rage
Younger generations are redefining social scenes, favoring alcohol-free events and wellness-focused gatherings over traditional nightlife.
Forget the rowdy nights of libation and post-morning guilt—Gen Z and Millennials are leading the way for sober-curious lifestyles and alcohol-free partying. While zebra striping and book ending signal a shift towards more moderate alcohol consumption, there’s been a rise in the more extreme end of this spectrum–enter: sober raves and wellness festivals that promote health and mindfulness.
AI is redefining our interaction with space and time
AI is reshaping how people experience themselves, and perceive reality, in the context of time.
Many are experimenting with AI ‘time-travel’ as a means to make the past, present and future more tangible, and in a way, more accessible in redefining their personal narrative. AI tools once meant for productivity are now being used for immersion. We’re seeing this shift in multiple outlets like in chatbots, navigation, and even TikTok.
Consumers are dialed in as content co-creators
Brands aren’t just creating for audiences, they’re creating with them.
Brands are all-in on activating consumers as content creators. Coldplay’s fan remix tool, Taco Bell’s fan-stitched Super Bowl ad, and Doritos’ public contest invite audience participation, but the brands steer the outcome. While these platforms appear open, the results are polished and remain on-brand. Still, the desire to engage is genuine.
OUT-THERE EXPERIENCES
People, brands and marketers continue to push the boundaries of physical and digital experiences, with new and creative executions popping up across the globe.
Step into the world of Severance in Grand Central Station, where reality bends and your work-life balance gets a whole new meaning.
Auntie Anne’s and Hidden Valley Ranch take delivery to a whole new level with Pretzelria—your very own mobile pretzel paradise.
Oatly brings luxury to the grocery store parking lots with an IoT-powered coffee experience, cellists and ice sculptures aplenty.
Audible’s pop-up reimagines your Monday morning with a serene, audio-guided experience to start the week off right.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
