Nothing has excited us more than our return to creating live events. Connecting people is our core value in all the work that we do, so to be able to connect people IRL again feels like we’re back in action. There’s a renewed appreciation for our social selves that extends far beyond us. With cities across the US back in full-swing, the energy of excitement and disbelief is palpable.
A survey of the current events scene shows greater purpose to popping-up. Brands and organizations aren’t activating just to show up anymore, there’s a consideration of the where and who that guides the intention of why the event matters. As being out in public has taken on new emotional significance, branded events are more about creating that kind of unique, memorable experience, more so than promoting products. Crafting an event with a local consideration–in terms of location, culture, and community–only amplifies this significance.