Audiences today want more than to simply sit and watch; they want to participate, to be part of the brand experience and the fandom itself. Major franchises and household names are actively moving into the physical world, using live events, touring theatre, and immersive brand activations to connect with their fans. We will explore how stories shift from film and television into spaces you can actually step inside and explore. Designing for these live formats requires a completely different approach to scale, workflow, and audience interaction, pushing creative teams to build worlds that feel both authentic and tangible.

In this session, we unpack the production process behind some of the most successful experiential campaigns. We will look at dynamic case studies of immersive premieres and brand activations from major IP examples, including Saw, The Witcher, The Boys, and Stranger Things. You will also see how retail giants like IKEA use immersive marketing to launch high-impact store openings. Attend this session to discover how you can translate digital worlds into physical spaces while keeping the original brand vision completely intact.