A Recipe for Transformational Experiences?

There’s so much talk about transformational experiences these days, but I think I just stumbled upon one that might take transformation to the next level.

Last week, I was invited to learn about how to volunteer for the best-kept secret in London: the Bum Bum Train (YMBBT). If you’ve never heard of it, let me explain… except, I can’t. Much like Fight Club, the first rule of the Bum Bum Train is you don’t talk about the Bum Bum Train—or at least not what happens inside it.

How Trends for 2025 Will Influence Experiential Marketing

The experiential marketing landscape is evolving rapidly, influenced by technological advancements, shifting consumer behaviours, and global dynamics. Inspired by insights from trend reports generously shared by Amy Daroukakis, Iolanda Carvalho, Ci En L., Gonzalo Gregori, I’ve analysed emerging patterns and explored how they might reshape experiential marketing.

This article isn’t about definitive answers but an open inquiry: What will truly define experiential marketing in 2025? Here are a few trends that seem poised to play a pivotal role, but I’d love to hear your perspectives.

Designing for Everyone in the Room

Beyond the Expected: A Lesson in Experience Design from the Circus

Recently, some friends and I took our children to Zippos Circus. Like most parents, I’ve attended countless children’s events– circuses, plays, amusement parks, and more. These experiences are almost always designed with kids in mind, which is wonderful. But let’s be honest—most of the time, we go along for the ride. We take the pictures, enjoy their excitement, and appreciate the occasional moment meant to keep us mildly entertained.

It all begins with an idea.

4 Lessons Virtual Reality and 360 Filmmakers Can Learn From The Theatre

As many classically trained filmmakers struggle to make the transition to virtual reality, they are given the advice to turn to the theatre and use its approach not only regarding production, but also regarding storytelling. And there are good reasons for it.