27Names Presents: The Future of Experience

March 18, 2021


It’s a wrap! Our European live communication network 27Names held an online forum “The Future of Experience” to discuss the future of the event industry on March 16, 2021.

Host partner agency Verve delivered the key presentation live from Dublin. They were joined remotely by Dries Mahieu from our 27Names Belgian partner, The Oval Office who shared his 10 learnings from the past 12 months in the virtual event space.*

Guest speakers Corie Hawkins of Google and Philipp Bodzenta, from the Coca-Cola Company in Austria, later shared their perspectives on how the pandemic has shaped their communication strategy in the short to medium term.

The 5 key trends identified by Verve were:

  1. Home for everything. Home will continue to play a role as the ultimate multi-functional ‘venue’ with 84% of employers predicting that ‘working from home’ will continue in some form post-pandemic. Brands who can deliver rich immersive experiences to the home will be the winners of 2021. Supporting case studies references included: Secret Cinema from Haagen Dazs and the Stella Artois Hotel.
  2. Craving Connection. 1 in 3 reported feelings of social isolation and detachment from key relationships during the pandemic. Events and brand experience has a key role in building communities and helping people feel connected during the pandemic. Supporting case studies references included Spofity’s The Sound of Colleagues and Replika AI Chatbot.
  3. Unplugging by Replugging. The wellness industry is worth $4.5 trillion dollars and 77% of people say that wellness is very or extremely important to them. The events and live communication industry must continue to find ways to weave wellness into their projects. Case studies included the Echoes geo-located sound walk app and LuLuLemon’s interactive mirror.
  4. Making a New World. We live in an age of Black Lives Matter, Me Too and Climate Strikes – and creative agencies must find ways to integrate these cultural revolutions into events and experiences in a meaningful way. 74% of consumers expect brands to make a stand on important issues. Case studies included Hellmann’s Animal Crossing Island and Visa’s “Everywhere Fashion Pop-Up.”
  5. Space to Play. Live events will be transformed by the pace of innovation in technology we’ve seen over the past 12 months from AI, VR, AR to integration into gaming platforms. Case studies referenced included the Vancouver AR Mural Festival and the Travis Scott Fortnite concert.


The webinar also included fun surprises for participants, like live music during the coffee break by vocalist Jess Kavanagh and a virtual lesson on how to pull the perfect pint of Guinness from Guinness Open Gate Brewery General Manager Padraig Fox.

After such an incredibly informative and entertaining afternoon, we can conclude that 27Names agencies are optimistic that the event industry will emerge stronger from the Covid19 pandemic thanks to the many innovations and technologies embraced over the past 12 months.

If you missed out on the webinar and would like more information or a link to the video replay, please don’t hesitate to get in touch!

*Note: We’ll be highlighting the information from Dries’s presentation in a separate post.

About the 27Names network:
27Names brings together the boldest and best independent live communication agencies across Europe. Our mission is to enable our partners to thrive by promoting collaboration, innovation, and creativity; but we’re much more than a professional network!

27Names is a strong partnership built on personal relationships. We offer clients 500+ of the very best European brand experience and live communication experts across 20 countries. We work towards collectively leading the industry by sharing the latest pan-European insights, technology, and strategy combined with local knowledge. When working with a 27Names agency, you can look forward to a fairy-tale ending for your campaign story.

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