Out with the overdone and in with the fresh, bold, and unexpected. Experts agree that the days of cookie-cutter experiences are over, with a renewed focus on curation, personalization, and the element of surprise. Read on for the ins and outs of events for 2025, and learn what the pros are focused on to help hosts and brands create authentic connections and memorable, immersive experiences that go beyond the traditional.
Dasha Zhivaykina, Head of Events US, Polar Black
David Yurman event
IN: Exclusive brand experiences. At the moment luxury brands are focused on their customers and on building a community around the brand. The main objective is to create an intimate, highly tailored, and exclusive experience that makes guests feel like they are part of the brand—part of its ‘tribe.’ Think quality over quantity or less-is-more when it comes to the frequency of events and the number of guests. This approach allows brands to connect with their customers on a deeper level, providing memorable experiences and fostering long-term loyalty. It also enhances the brand’s image. When people see these beautiful events, they aspire to be a part of the experience, wondering ‘how can I get in’? When designing and producing events for our clients, we integrate the story behind the campaign or brand into every stage of the guest journey. Every detail is carefully considered to create a personalized experience for each guest.
Brian Feit, Co-Founder, BMF
Charli XCX
IN: Escapism and the power of music. In a world overwhelmed by information, people are craving real, immersive escapes. Music is the perfect vehicle for this, and right now, it’s having a moment, with a new wave of artists redefining sound and culture. BMF has always been ahead of the curve, working with pioneers like Lady Gaga before she was a household name and collaborating with Charli XCX long before her mainstream success. Music isn’t just a trend—it’s the heartbeat of culture, and we’ve been helping brands tap into its transformative power from the start to create moments that truly connect.
OUT: AI-generated social gimmicks. Sure, AI has its place—and it’s important—but we’re getting over generic, AI-designed social posts that feel manufactured. The novelty is already wearing off. While AI has its place, it can be disconcerting in a world where we’re already struggling to decipher what’s real and what’s fake. We are interested in using AI to elevate creativity and inspire real, unexpected moments. It’s about making tech work with us to amplify human emotion, not replace it.
Zev Norotsky, CEO + Founder, ENTER
Lands' End Crosby St. Market Pop Up Experience (NYC). Credit: Dumarys Espaillat
IN: Crowd selection/curation. The shift towards hyper-focused consumer segmentation is becoming more pronounced, and brands are definitely recognizing the importance of quality over sheer scale. Curated, smaller experiences allow for deeper engagement and more authentic connections with key audiences. Rather than just reaching as many people as possible, brands are now honing in on specific groups—whether it's through personalized events, exclusive activations, or VIP experiences—that resonate more with the right influencers and communities. This approach also taps into a deeper sense of exclusivity and value, which has a huge appeal in a world where people are constantly bombarded with content and advertisements. Smaller, more intimate experiences foster a sense of belonging, and that often leads to more organic advocacy, which is so crucial for brand loyalty and evangelism.
Chloe Labiner, Sales Manager, Major Food Events
Major Food Events
IN: Family style dining. While ‘experience’ has always been at the heart of the hospitality industry, it has now become essential for brand events. In 2025, family-style dining is taking center stage, offering guests a convivial and immersive way to connect with a brand—without the need for an overt theme. Every dish is thoughtfully curated, creating menus that feel both intimate and engaging. Chefs are elevating presentation more than ever, especially in restaurants that boast not only stunning interiors but also gorgeous china and serving platters. With this approach, the food itself becomes the tablescape, allowing companies to reduce their investment in elaborate tabletop décor while still making a striking visual impact and remaining true to the essence of their brand.
Jed Weinstein, Founder, Rise & Set
Harry Winston collection launch event
IN: Hyper-personalized experiences. Attendees are expecting curated elements that make events feel exclusive and tailored just for them. Think: door-to-door chauffeur service, personalized coat check tags, tailored giveaways based on attendee preferences, and event-exclusive content that attendees help create.
OUT: Generic, one-size-fits-all formats that fail to engage or surprise guests, such as photo booths with basic backdrops, staged event videos that look like commercials, and wasteful swag bags with cheap, throwaway items.
Eliza Sangster, Sales & Marketing, Moriarty Events
Moriarty Events luncheon for the Luxury Group of Marriott International
IN: Deeper engagement. As we step into 2025, the events and experiential marketing landscape is shifting in dynamic and exciting ways. Brands are focusing inward, prioritizing their real power: community. Rather than curating exclusive experiences for influencers alone, luxury brands are opening their doors to the people who matter most—their customers, providing a higher level of personalisation and worth than ever seen before. Refy, for example, has set the standard with community-driven events that foster authentic brand connections and turn everyday consumers into brand advocates.
Experiential events are evolving beyond passive attendance into full-scale immersion. Activations are no longer just about showing up; they’re about diving in. Whether through AI, interactivity, immersive tech, multi-sensory design, or even friendly competition, brands are leveraging new tools to engage audiences in ways that feel personal and memorable.
Jordan Kaye, Founder, Analog Events
Analog Events
IN: Sustainability. Clients are getting more intentional about reducing waste at events—ditching unnecessary cheap swag, prioritizing localized vendors, and making choices that align with their brand’s values. The focus isn’t just on optics; it’s about meaningful impact.
OUT: Massive, large-scale events just for the sake of hosting an event. Budgets are being spent more strategically, with brands opting for multiple, more intimate gatherings that foster real connections. Even within the big tentpole moments—SXSW, Cannes Lions, Coachella, F1—it’s all about curated, exclusive experiences that cut through the noise.
Greg Holtzman, Senior Director, Partnerships and Communications, Hudson Yards Experiences
Sky Chalet Curling, Credit: Edge at Hudson Yards
IN: Interactive Experiences. In a competitive landscape of activations and pop-ups, experiential will evolve beyond 'fun' photo opportunities and give audiences immersive activities that make them active participants. We are seeing huge success with this strategy at Edge in our winter curling activation, Sky Chalet, which combines an engaging game and trending food and beverage with socially shareable content opportunities.
Tamalin Srisook Polo, Founder, Savoir Agency
Savoir Agency
IN: Immersive, strategic brand collaborations. This year, intimate, highly curated gatherings are redefining experiential events, bringing together entrepreneurs, influencers, tastemakers, athletes, and artists with strong, vocal missions. The focus is on unexpected yet strategic brand collaborations—think a supplement company with a fashion designer or a luxury car brand aligning with a sports icon—pairings that feel fresh, tap into shared audiences and deepen brand narratives. Experiential events are no longer just about visibility; they’re about full brand immersion. Brands are integrating avant-garde culinary experiences, interactive storytelling, and thoughtful custom giveaways—like a handmade satin purse adorned with natural stones by an emerging jewelry designer, used as a gift bag for a skincare brand’s serum launch. Guests don’t just see the brand—they actively experience it through multi-sensory storytelling, architectural florals, sculptural food displays, and immersive brand interactions. Successful experiential events engage all the senses, creating a memorable and lasting connection between the brand and its audience.
OUT: Overproduced, influencer-driven events. The era of staged photo ops and influencer-driven events with no real substance is fading. If there’s no meaningful takeaway or true engagement, the moment becomes a fleeting blip rather than a lasting brand connection. Brands are moving away from overproduced floral walls, static photo backdrops, and generic gift bags that add no value. In 2025, experiential events must push creative boundaries—a branded backdrop and step-and-repeat are no longer enough. Brands that invest in intimate, multi-sensory activations will leave a lasting impact and build deeper audience engagement.
Sara Ataie, Founder, FUUD Agency
Vision board building event
IN: Emotional connection between the attendees. In the past we had to include the 5 senses to engage with the participants, nowadays emotions are key to an unforgettable experience.
OUT: Highly promotional sales oriented experiences that make attendees feel pressured to buy or give private information in exchange for the experience.
Eddie Zaratsian, CEO & Founder, Eddie Zaratsian lifestyle + design
IN: Hyper-personalization meets AI. One significant trend I see dominating the events and experiential marketing landscape in 2025 is the rise of hyper-personalization and AI-driven experiences. Attendees now expect events to be tailored to their individual preferences, with features like custom itineraries and AI-powered real-time content recommendations. Brands are leveraging data insights to create more intimate and meaningful connections with attendees through curated activations, personalized swag, and interactive technologies such as AI concierges.
OUT: No surprises. Conversely, one-size-fits-all, overly structured event formats are becoming outdated. Rigid schedules and generic programming are no longer engaging for attendees. Instead, they desire flexibility, organic networking opportunities, and unexpected "surprise-and-delight" moments, rather than predictable, overly programmed agendas.
In a time when purpose-driven work is more important than ever, a growing number of PR and marketing professionals are reshaping industries by aligning business success with social good. Get a glimpse into the thoughts of some of the leaders in the field, whose insights offer valuable perspective on where the industry is headed, and how companies and organizations can make a meaningful impact.
Photo: Brand Curators Founder Tiffany Knighten and creator Jayde I. Powell at Creator Economy Live 2025 in Las Vegas
Jennifer Meyer, Founder, Jennifer Bett Communications (JBC)
“At JBC, social impact has always been at the core of what we do — long before the term itself gained mainstream recognition within the industry (and beyond). Our work is rooted in the belief that, even amidst widespread social injustice, divisive politics, and global crisis, there is immense good in the world waiting to be harnessed for positive change.
We've seen firsthand that while the world may often seem daunting, there are countless individuals and organizations working tirelessly toward a better future. We commit ourselves to partnering with brands that not only seek to make a profit, but are also genuinely invested in uplifting communities and furthering social good.
We believe that true progress occurs when businesses align their missions with initiatives that have a meaningful impact; organizations that take this approach foster not just customer loyalty, but also a sense of shared purpose. Our work is a testament to what is possible when we focus on creating connections that transcend transactions.”
Valarie De La Garza, CEO, Fenton
“Organizations grappling with the impact of the new administration's executive orders and their ripple effects need communications counselors who have long been immersed in social impact. Too much is on the line for short-changing experience.”
Tiffany Knighten, Founder, Brand Curators
"Our mission is to amplify the voices of underrepresented founders, creatives, and communities, helping them build platforms and safe spaces to organize, educate, and drive influential change. While the news cycle often feels heavy, we see proof daily that impactful, culture-shifting work is happening. That’s what keeps us going—standing alongside changemakers, guaranteeing their stories are heard, and pushing for equity in every space we touch. We uphold diversity and inclusion in an era where these efforts face increasing political opposition. Our very existence is political for many of us and our clients. For that reason, the work continues."
Emma Riley, Director, Growth, AKQA Bloom
"One of the more interesting spaces I am seeing brands, executives, and organizations activate and delve into is pre and post-partum all the way through menopause. Historically, we have seen a lack of public and active communication about the radical changes women go through later in life. These changes are all encompassing: whole-body and mind, impacting day to day personal and professional lives. It has been inspiring to witness brands I admire like Bobbie and Poppy Seed Health step into this space boldly, transparently and inclusively.
Growth is something we consistently keep top of mind for our clients, regardless of size or sector. It's been incredible to witness and support C-Suite decision makers across our companies and non-profit clients dovetail their social impact strategies with their growth optimization strategies. Keeping core to your product the positive impact it plays in the world and sustaining the growth of this product can go hand in hand, and we are seeing this happen now more than ever. A successful business or a successful product can oftentimes mean positive impact in the world, too."
Danielle Goodman, Founder, The Good LA
“For nonprofits to truly thrive, social impact must be seen as a fundamental responsibility, not a marketing tactic. In today's landscape, authenticity is paramount. My mission in crafting communication strategies is to spotlight tangible outcomes: college graduation rates, successful career placements, and the profound ripple effects of direct financial support. And when it comes to amplifying these stories, I believe in the power of going local. Local press is the backbone of the community, and its ability to connect with and impact residents is immense.”
