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With events like the 2026 FIFA World Cup and the Los Angeles 2028 Olympic Games on the horizon, experiential marketing opportunities abound for marketers, sponsors, and designers.
Though the world is moving increasingly online, consumers are out and about—and marketers are looking to meet them IRL. According to Statista, global experiential marketing spend exceeded $128 billion in 2024, up from $116.1 billion the year prior.
Last week at experiential conference C2 Montréal, marketers gathered to discuss the evolution of event marketing and where it’s heading in the future.
From connecting technology to tactile experiences, to designing personalized spaces, here’s what executives on the ground told ADWEEK about where experiential is heading.
Michael Goldberg, chief creative officer, Luna Luna; founder, Something Special Studios
“There’s nothing that’s more important than connecting in real life and with real people, and experiential creates platforms to allow people to do that. Experiential allows brands to create experiences that can be location-based, city-specific. The way a brand shows up in New York may be different than L.A. or Europe. Create experiences that are designed for the people that are attending.”
Mick McConnell, head of space, Airbnb
“The design has to serve. It’s not a statement. It’s serving humans, and that’s important. Early on, I didn’t care if [people] were there, as long as the space is cool. Now, I don’t care if the space is cool, as long as people are here and enjoying it. You almost want the space to disappear, and a good host makes that happen.”
Sofia Hernandez, global head of business marketing and commercial partnerships, TikTok
“Historically, experiential was about immersing yourself in a new world. Everything was tactile. Where it’s headed is…bringing tech into these spaces, but keeping the balance of no tech. Brands need to think about…how they are getting people to do things together, talk to each other, connect with each other.”
Allie Tsavdarides, vp of North America marketing, HOKA
“Experiential marketing has evolved from a buzzword into an essential way we engage with consumers; a shift from transactional moments to opportunities that create real emotional connections with our brand. Technology has expanded our toolbox, from immersive AR/VR experiences to hybrid events, and community-led storytelling that crosses cultures and geographies. What hasn’t changed is that the most powerful experiences still begin and end with people.”
Spencer Baim, head of brand, creative, and marketing, Jigsaw
“The big shift I’ve seen alongside the experience itself…is the experience design of the deeply personal. When done well, connecting one individual to one other in a natural way can be the most transformative element of all.”
Xanthe Wells, vp of global creative, Pinterest
“The most compelling brand activations today are immersive, meaningful, and generous. They leave people with more than a tote bag or a sample. They leave them with a feeling, which is one of the hardest and most powerful things to create in marketing. The most resonant experiential work will continue to blur the boundaries between entertainment, performance art, utility, architecture, and culture. At its best, it will feel as thoughtfully and crafted and emotionally impactful as something you might experience at MoMA or on a visit to Disney.”
