Experiential culture is evolving—fans seek co-creation, listeners crave presence, travelers chase flavor, and transit becomes transformative. Across industries, consumers want deeper, more sensory, and participatory real-world connections. Reflect on this month’s trends spotted by GPJ Strategists Josh Fischer and Jillian Berry.
Musicians embrace new ways to connect IRL with fans
Fans crave connection over virality, pushing co-creation to music’s forefront.
The demand for concerts is at record levels, with Gen Z at the helm, reshaping music as a participatory media platform. Today’s fans want more than the music itself—they want meaningful moments. Savvy artists are turning fans into collaborators and co-creators, not just listeners, responding with personalized, offline experiences that deepen community. IRL Rebound continues it’s evolution.
The rise of deep listening
Audio is emerging as a primary medium for presence, not just ambience.
Over the past few years, “listening bars” have gone global. Brands are capitalizing on the trend with Valentino’s “listening room” and Stone Island at Milan Design week. More niche experiences, like immersive sound exhibitions and festivals, feature artists using sound as their primary medium.
Travelers are chasing flavors over views
F&B has transcended sustenance to become a central pillar of global exploration.
Culinary arts tourism is exploding and expected to reach $54 billion by 2032. People want to experience culture through the lens of food. Destinations like Jamaica and Africa are taking full advantage, launching programs to up-level local chefs, strengthen food systems, and empower women. Food tours, culinary festivals, and tasting events alike give tourists a dose of local flare. In 2025, travelers are flocking to local bakeries, as so-called “bakery pilgrims” are traveling significant distances in the pursuit of a delicious loaf or bun.
In-transit experiences are becoming the destination
Transit spaces are the new frontier for immersive brand storytelling and elevated experience design.
Transportation hubs are evolving into dynamic, experiential spaces. Amtrak riders can now sip their favorite wine, sleep in cabins, and experience up-leveled connectivity and dining. Airports are transforming into luxury retail and brand experience centers, attracting affluent, captive audiences. Brands like Chanel, Louis Vuitton, The Macallan, and Summer Fridays dominate these spaces, while next-gen technology and immersive activations boost engagement and sales for Cadbury and Emergen-C.
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.
At some 2025 graduations, students scanned in like groceries, hearing their accolades read aloud by AI instead of a dean.
Spanning 75 events—from cooking demos and food challenges to cocktail hours—guests savor nonstop, immersive culinary experiences at sea.
ByHeart’s pop-up brought the essentials for busy parents on-the-go–from parenting classes to baby passport photos and stroller valet.
Uber’s hands-on playground featured the app’s latest upgrades—with test rides, interactive demos, and surprise innovations on every corner.
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