VIEWS: Experience Strategies. A mid-year reflection. Copy

It’s the 2nd of July and I’m staring at the calendar thinking - how did we get here so fast?!

So, it seems only natural to share a little mid-year reflection. And if you’re anything like me, you’re already thinking: how do we finish this year strong?

The industry doesn’t slow down. While summer is in full swing, brand teams and agencies are hard at it working toward the all-important end-of-year period, at the very least.

We’re in conversations with clients planning Q4 2025 and Q1 2026 (some even looking ahead to Q3 and the finer detail, not just securing venues!). From Christmas retail campaigns to internal celebrations and kickstarting new-year brand moments, the pressure is on (when is it not?!) to create experiences that feel fresh, relevant, and genuinely unmissable.

So, what’s coming through in briefs right now?

Here’s what we’re seeing…

1. BOLD, BUILD-LED MOMENTS FOR Q4

Brands are leaning hard into physical builds with real-world impact - this means we’re conceptualising tangible, measurable, and memorable effects that go beyond just aesthetics or fleeting experiences.

The ask: Make it big, make it beautiful - stop people in their tracks.

Whether it’s a high-street takeover, a pop-up activation, or an experiential product launch, there’s a clear and sustained appetite for craft-led, sensory-rich environments that cut through the noise of peak season.

For festivals, this means immersive, social-worthy stages or activation spaces that become the spot everyone’s talking about. For corporate clients, it’s about event spaces and internal activations that bring a wow-factor while reflecting brand purpose in every detail.

2. ENERGY BOOSTING BRAND MOMENTS FOR THE Q1 SLUMP

January and February have a reputation for sometimes being seen as a quiet period - but that’s changing.

We’re seeing brands plan mood-lifting, audience-focused experiences that bring energy to the start of the year - and why not I say. We all need a little pick-me-up after the festive seasons inevitable come down!

From wellness pop-ups to internal employee engagement environments, there’s a growing recognition that Q1 is becoming a prime opportunity to connect with audiences when they least expect it.

3. EXPERIENCE-LED GIFTING & SAMPLING

The way brands approach gifting and sampling has undergone a big shift.

Where it used to be all about December-only holiday campaigns (with a focus on volume and distribution), we’re now seeing a move towards experience-first, socially shareable moments that stretch across Q4 and even into early Q1.

This reflects a few key drivers:

• Consumer fatigue with generic gifting

• Increased demand for memorable, Instagram-worthy interactions

• A desire from brands to create deeper emotional connections - not just give stuff away

Think interactive gifting stations at festivals or corporate events where the process of receiving the gift becomes part of the story - an activation that guests want to share and remember.

4. SUSTAINABILITY REMAINS FRONT & CENTRE (RIGHTLY SO...)

Budgets may be under pressure, but sustainability remains non-negotiable.

Across all projects, we’re seeing a consistent drive towards conscious material choices, waste-reducing build techniques, and responsible production practices that align with internal brand values.

FINAL THOUGHTS: WHAT DOES THIS ALL LOOK LIKE IN PRACTICE?

• Craft-led pop-ups on busy high streets and festival sites that stop people mid-scroll and mid-stride

• Wellness activations that lift spirits during that tricky post-holiday slump

• Internal events and celebrations crafted to boost morale and strengthen culture - helping teams regroup, refocus, and feel valued

• Gifting moments where the experience is just as exciting as what people take home

• Builds designed with sustainability baked in from the ground up, not as an afterthought

Thanks for reading - here’s to finishing 2025 strong!

- Jules Brogan, Director of Projects, NPK Productions