In an era dominated by AI-generated content and ever-accelerating digital experiences, it may seem counterintuitive for brands to lean into physical activations. Yet, it’s precisely this digital saturation that’s fuelling a resurgence of something deeply human: the desire to connect, to feel, and to belong. The return to real-world engagement isn’t just nostalgic, it’s strategic.

Take Setting Up Shop, our recent activation, which coincided with the inaugural SXSW London. Nestled in the heart of East London, a neighbourhood steeped in cultural history and home to generations of creatives, we created an experience that didn’t just occupy space but belonged in it. We took over a local corner shop, not to overshadow it, but to amplify it. The shop became a studio, gallery and clubhouse, with a spotlight on football, fashion, music and community. An eclectic mix of local and international stars took part, from Brentford FC Women and Hackney Wick FC; Grime MC Wiley; Actor Amrit Kau; to the Jamaican High Commissioner; and many more including our partners GenBTV. In addition, there were workshops, merch drops and live music, all taking place among the narrow aisles of the store. The shop remained open throughout, the original shopkeeper behind the counter, locals popping in for milk or a chat, shoulder-to-shoulder with visitors exploring the curated installation.

There was no velvet rope, no QR code to join a waitlist—just a space that invited people to linger, browse, talk, and connect. A space that didn’t interrupt community but became part of it. That’s something AI can’t replicate.

As SXSW and indeed other events, not least Cannes Lions which we attended again this year, have long proven IRL activations unlock serendipitous encounters between industries and individuals. From tech founders to fashion editors, musicians to marketers, these unexpected crossovers spark new ideas and lasting partnerships. And increasingly, brands are waking up to the truth: in-person experiences are no longer a nice-to-have, they’re a business imperative.

Experiential marketing is now the fastest-growing segment in advertising, with the global brand activation market projected to surpass $100 billion by 2026, growing at a CAGR of 10.1%. In 2025, 91% of businesses are expected to compete primarily on customer experience, outpacing product features and pricing.

Why? Because it’s all about sensorial connection.

Digital channels, for all their reach, lack tangibility. IRL activations offer a full-spectrum brand encounter. From the smell of fresh coffee to the texture of packaging, from live music to spontaneous conversations, real-world experiences engage all five senses. This sensory immersion leaves a lasting emotional imprint, far stronger than a digital impression ever could.

• 85% of repeat purchases are tied to emotional brand connections.
• 66% of consumers say engaging brand experiences increase their likelihood of purchase.
• 64% say live events are very important

In a world increasingly defined by algorithms, these statistics tell a different story: people crave meaning, not just messaging. And meaning is best delivered in person.

Let’s be honest, there’s also a viral edge. Today’s best activations are inherently shareable, blending immersive real-world environments with digital layers like AR filters or Instagrammable setups. This hybrid journey creates powerful user-generated content and peer-to-peer advocacy:

• 83% of consumers trust peer-generated content more than brand messaging.
• 78% say shared experiences on social media influence their purchase decisions.

Setting Up Shop wasn't just a moment; it became a movement across platforms, organically extending our reach. And beyond metrics, it sparked real conversations about place, community, and what it means to belong.

It’s not just consumers who benefit. Brand activations are live test labs for innovation and storytelling. Whether trialling a new product, rethinking packaging, or collecting live feedback, real-time interactions offer invaluable insights:

• ·25% increase in product development success with live consumer feedback.
• 15–20% uplift in sales in surrounding retail zones post-activation.
• Organizations that empower their employees through advocacy programs experience up to a 34% increase in engagement.

These aren’t just activations, they’re accelerators.

In a post-COVID world, we saw an undeniable boom in IRL experiences. It wasn’t just about "returning to normal"; it was a collective reawakening. People need people. Aristotle said it best: “Man is by nature a social animal.” This fundamental truth doesn’t change with time or technology.