What's next for brand experience design?

GPJ’s Stella Alexander and Havas Media’s Tom Goodwin
GPJ’s Stella Alexander and Havas Media’s Tom Goodwin

Exciting times lie ahead for brands and their customers, our experiential experts say

THE GLOBAL FUTUROLOGIST - TOM GOODWIN, Senior vice-president, strategy and innovation at Havas Media

Brand experiences have changed drastically, with ideas brought to life by pioneering technology. However, the industry needs to empathise with people, not just showcase technology for technology's sake.

I think we'll see brands focus on reaching people beyond the event, with the mobile phone as the focal point of this. In fifty years, we'll stop seeing a world of online and offline -we will live in a blended life where real and virtual are overlaid. Activations in this long-term future need to connect the two and extend the experience to people who are not there.

THE BRAND INNOVATOR - MELISSA NOAKES, Head of experiential marketing at Sony Mobile

In the past ten years we've seen trends shift, audiences become more sophisticated and suffer from 'marketing fatigue', so we have to work harder for their attention. Brand experience design is more creative than it used to be. We have more tools, technology and access to assets, with social media and smartphones extending events' reach. But consumers are discerning and this will force brands to rethink the way they use experiences and shape communications. Further ahead, wearable technology will open up a huge swathe of opportunities for us as experience designers.

THE AGENCY DESIGNER - STELLA ALEXANDER, Creative lead at George P Johnson

For me, the best experiences are when a large brand connects with its audience and demonstrates that it is listening.

I imagine brand experience designers will use interactive pieces to facilitate this conversation, rather than replace the face-to-face experience. The big story at the moment is the Internet of Things: connecting almost anything to the internet for a seamless experience. The possibilities are endless and exciting for events. Used correctly, this technology could ensure each guest has a more tailored and personal journey and feels valued. However, security and trust would need to be taken into consideration.

THE ARTISTIC CREATIVE - ANDREW SHOBEN, Founder of Greyworld and professor of public art at Goldsmiths University

Consumers are sophisticated: they know when they are being sold to. Everyone's talking about locative technology - being able to know where people are. That will personalise experiences, and artistically will be a lot of fun.

I also think products will take on the brand experience with the use of nanomaterials. These can change materials by manipulating their molecules; we'll be able to personalise the texture and scent of products. It will eventually go beyond a single event and create personalised experiences at every level of marketing.

Comment below to let us know what you think.

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