The five trends set to drive brand experiences in 2021
Making physical spaces digitally explorable
Hybrid experiences allow high levels of interaction with digital spaces, meaning that consumers can create their own journey through digital environments.
Paul Stanway, creative director at XYZ, explained that in the creation of their hybrid virtual experience platform Connector, they wanted to replicate the elements of live experiences that most resonated with people.
“It’s never been enough just to hear about what someone else did, we need to see and feel for ourselves. It’s these interactions and reactions that make the experience real to us.
“The social and sensory elements, the accidental encounters with other people, the feeling when an experience almost overpowers your senses, these were all what made people spend, often significant amounts of time and money on live experiences.”
For Levi’s FW21 collection launch, guests received physical, sensory invitations that turned into indigo seed planting boxes. Online guests, meanwhile, could interact with a physical space that displayed the latest collection woven into an AR layer of multi-language interactive content. Participants were able to choose what they engaged with and how they navigated the space.
Stanway added: “This gave them control over how they experienced the launch, looking at what they wanted to when they wanted to. It’s a hugely exciting new form of experience design, with so much potential yet to be unlocked. The key consideration though is not to stray too far from the physical, emotional and sensory factors that combine to make experiences so powerful, and ultimately so human.”