New insights including intel from SXSW and MWC
From invites that ignite pre-party buzz, to airports and expos as living storyscapes, and AI tempered by human reality, today’s experiences are about moments you can feel, share, and carry along the journey. Shout out to this month’s trendspotters: Britt Meyer, Taylor Tartt, Shane Quinn, and Heidrun Scholten!
Invitations should be inviting
Digital invite platforms are growing as communities ache for gatherings and commitment.
Digital invite platforms are having a breakout moment with Partiful, Posh, and Luma leading the charge. After Evite and Facebook Events defined earlier eras of online invitation, the new players are creating a social experience in the invite itself—allowing attendees to talk to each other, create a group photo album, and connect even after the party is over.
Terminals transform into immersive brand theaters
Brands are transforming the terminal and converting travel stress into a sensory spectacle.
The traditional airport experience is being dismantled. As luxury travel sees a massive resurgence, terminals are repositioning as lifestyle hubs, where the journey is as significant as the final destination. Brands are building “Story Stages,” immersive spaces designed to disrupt the boredom of non-stop queuing—from Delta’s Olympic-themed takeover to Netflix’s gold bar luggage belts, and a myriad of beauty brands launching global pop-ups. By leveraging the unique psychology of the traveler brands are seeing up to a 70% increase in return and converting transient travelers into lifelong advocates.
AI’s big promises met a misaligned reality at SXSW
Big AI narratives dominated SXSW, but real-world experiences felt more tangible and human.
At SXSW, AI was framed in extremes: world-ending or world-changing. This “apocaloptimism” dominated the discourse, with panels predicting massive, near-term disruption across every industry. On the ground, the reality was far more practical. AI showed up as useful, playful, and human-scale. From IBM’s AI Sports Club, to Yamaha’s beat-making studio, to a helpful Waymo taking attendees across town, the AI that was seen—not just heard—was engaging, helpful, and far removed from the discourse dominating stages.
MWC’s overload demands clarity, not clutter
High-impact brands at MWC 2026 prioritized clear, structural booth design for instant understanding.
At an event where AI, 5G, and roaming robots dominated attention, strategic simplicity became the true competitive advantage. Effective brand experiences, like those from Samsung, Infosys, and Telefónica, cut through the spectacle and digital overload by translating complex innovation into structured and instantly digestible narratives. Successful exhibitors created knowledge hubs—using learning theaters to generate leads and dialogue, and strategically adapting engagement mechanics for multicultural audiences.
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.
Catch up on all our previous Experience Intelligence reports. Or schedule a strategy session with us!
