emerging
Transcending Physical Experiences
Brand experiences are no longer confined to physical spaces, becoming fluid and interconnected across digital and physical realms.
Themes
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The definition of brand experience is expanding beyond physical limitations. As Martyn Clarkson, EVP, Global Head of Strategy, explains, "The brand experience is now fluid—shifting between digital and physical seamlessly with social as the glue bringing them together." This fluidity allows audiences to connect with brands anytime, anywhere, fostering a sense of community and shared experience. The emergence of hybrid experiences, blending digital and physical elements, is reshaping how brands engage with their audiences.
Context Signals
Examples like COSM LA and Disney Theaters demonstrate the blurring lines between physical and digital experiences.
Social media acts as a connective tissue, bridging online and offline engagement.
The rise of metaverse and immersive technologies further contributes to this trend.
Edge
Brands will invest in creating seamless omnichannel experiences that integrate physical and digital touchpoints.
AR/VR and other immersive technologies will play a key role in enhancing hybrid experiences.
Data and analytics will become crucial for understanding audience behavior across different channels and optimizing hybrid experiences.
