Magic takes place when you’re brought into a truly creative space. From Disneyland to the Warner Bros Studios, from the Cadbury World factory tour to theme parks like LEGOLAND, Thorpe Park, Universal and Chessington, there’s nothing quite like putting yourself into an environment crafted to entertain.

While the aforementioned experiences are large-scale projects, it’s this same magic which brands are looking to bring to their customers – especially within crowded markets. As each company differentiates itself from the next, customer experience becomes a significant part of the buy-in process. And to enhance this, brands have been utilising experiential marketing and immersive experiences – one-off pop-up stores, stands and experiences – to bring the customer in.

To hear more about bringing these moments to life and the evolution of this aspect of the advertising industry, LBB’s Nisna Mahtani speaks to the people behind the scenes.

“At the heart of creating imaginative, delightful experiences is a highly collaborative process in which iteration and challenge are the foundations for innovation – nothing great in design happens in isolation and the only route to disruptive ideas is a journey past the obvious (simply answering the brief) to reach an innovative territory where new solutions are imagined.  

This is not an easy process. It demands discipline, curious teams and collective bravery whilst keeping the client’s challenge front of mind. Brands win in experiential by partnering with agencies willing to shake up the snow globe and think differently whilst staying true to the intersection of values between brand and audience.”

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