The future of experiences doesn’t just happen — it’s imagined, designed and brought to life by the boldest minds in the business. As we hurtle toward 2025, the next wave of experiential innovation is taking shape. Original IP is stealing the spotlight, events are getting collaborative (and a little more zen) and connection — whether it’s IRL, online or somewhere in between — is everything.
We asked the sharpest thinkers, dreamers and doers in the industry to drop their predictions for what’s next. From blending reality and fantasy to turning run clubs into the new dating scene, these insights aren’t just trends — they’re blueprints for building the experiences audiences will feel in their bones.
Here’s what’s coming down the experiential pipeline. Buckle up.
“We’re seeing the use of Kayfabe — a blending of reality and fiction — emerge in ways that mirror our current political climate. As experience designers, we must pay close attention to this cultural development. How we build experiences and co-create with audiences will increasingly rely on this unification of real and fantastical elements.”
Julian Rad, Founder of Radworks
“2025 will be the year Original IP explodes. On the other hand, Licensed IP will cling to its corporate-scented life raft, weighed down by unsustainable business models, risk aversion, capital losses and innovation stagnation. The guest experience has been reduced to stale toast. Meanwhile, Original IP is stepping into the spotlight, multiplying faster than Hollywood sequels and proving that fresh ideas always win in a world of limited space.”
Lou Pizante, Partner at The Experientialists
“Looking ahead, experiences will increasingly engage all five senses, fostering deeper connections between creators and audiences. Take projects like The HUM and Seline — they’re part of a larger shift where audiences don’t just attend experiences but feel and actively participate in them on a sensory level.”
Louise Murray, CEO of LeMuria Dreamer LLC
“I anticipate significant growth in community revitalization through experiences. San Francisco, my city, is a great example of what happens when communities, government and the private sector come together to create programming — like night markets and free concerts — that draw people to downtown, the neighborhoods and beyond. There’s always something happening!”
Lesly Simmons, founder of Dollhouse Project
“Facial authentication and biometrics are becoming commonplace in sports and music experiences. While this trend has faced resistance, its adoption is inevitable — it will soon become a requirement for access. Asia is already far ahead, and it’s only a matter of time before North America and Europe follow suit.”
Geoff Renaud, XLISTER, CMO and Co-Founder of Invisible North
“Experiential entertainment is increasingly blending with wellness as people seek new ways to connect and disconnect from their devices. People want calm, intentional gatherings — dry bars, immersive spas or wellness retreats. Theatrical techniques will play a growing role in promoting well-being, self-esteem and meaningful emotional introspection.”
Ann Morrow Johnson, XLISTER and Global Entertainment Leader at Gensler
“There’s a growing shift in the wellness space, moving away from traditional approaches. A great example is the rise of Run Clubs, which have evolved into cultural phenomena, even inspiring memes. These clubs now serve as an alternative to dating apps, offering younger generations authentic ways to connect. As their momentum builds, we’ll see them integrated into larger events like Coachella or city initiatives. For experiential marketers, this is an opportunity to engage consumers through genuine, fun connections that align with their passions.”
Gabriela Neves, president of Factory360
“Events have long inspired people, but the next step is helping them act on that inspiration to tackle challenges and seize opportunities during the event itself. To make this happen, event professionals need to help participants define their challenges in advance, understand them and connect with smaller groups — peers, coaches or collaborators — to put event learnings into action in real-time. Events should include: 10% content, 60% collaboration, 10% nurturing and 20% solo work. Additionally, we’ll see events emphasize well-being more — offering healthy food, spaces for belonging, areas to get work done and places to rest.”
Christine Renaud, CEO of Braindate
“FOMO is out, and JOMO — the Joy of Missing Out — is in. After years of anxiety and fear, Gen Z and Gen Alpha are craving connection but on their own terms. As experiential marketers, we need killer digital experience strategies that work in tandem with social teams. This includes creating engaging connective moments for those not attending IRL — whether it’s BTS content, live streams or educational videos. Social x Experiential will be a huge focus in 2025.”
Kim Trieu, Global Events and Experiences Manager at Expedia Group
Join us in XP Land. A community for experiential creatives and experience-makers, brand leaders and IP-owners, space stewards and venue visionaries — all of those in the business of epic gatherings and live, immersive storytelling.
