As 2024 comes to a close, we asked leading experiential professionals to share their perspectives on the events that truly defined the last 12 months. This year wasn’t just about capturing audience attention through vibrant visuals (for the most part…) and technology for technology’s sake. Instead, it was a masterclass in pushing boundaries, sparking connections and proving that experiential is so much more than just another buzzword.
From Taylor Swift taking the Eras Tour across 152 shows and 54 cities worldwide to 30.4 million viewers tuning into the Paris Olympics, these events didn’t just make headlines, they made history. So, as we kiss 2024 goodbye, let’s raise a glass — or a VR headset — to the bold ideas, fearless creators and unforgettable experiences that keep raising the bar.
Keep reading to discover 15 of the most incredible experiences XP Land’s network of experiential pros can’t stop raving about this year:
“The Nat Geo x Hexaome experience seamlessly blended art, immersive storytelling and smart design, placing audiences at the heart of Nat Geo content. Surrounded by stunning global environments within a six-screen, 52-speaker installation, it felt like a VR experience — without the headset.”
Jay Rinsky, Founder and Chief Creative Director of Little Cinema
“The experience that stood out for me this year was Cabaret at the Kit Kat Club. It’s a sign that Broadway is moving toward more immersive experiences to attract younger audiences — though better advertising strategies are needed to get them in the door.”
Julian Rad, Founder of Radworks
“If you’ve ever wondered what happens when world-class artists get free rein with inflatables, the Balloon Museum’s Let’s Fly is the answer. This surreal labyrinth features balloon creatures, lava-lamp-inspired bubbles, alien eyeballs and octopuses the size of buildings. It’s like stepping into a parallel universe where bouncy houses graduate from art school. Bring a friend — you’ll question your sense of reality and leave utterly delighted.”
Lou Pizante, Partner at The Experientialists
“This December, Seline, the latest venture from James Beard award-winning Chef Dave Beran, is opening in Santa Monica. Having worked closely with Dave, I’ve seen his dedication to pushing boundaries in fine dining. Seline will feature a 12- to 14-course tasting menu celebrating Southern California ingredients, served in an intimate setting with just 40 seats. It’s a bold, immersive approach that redefines culinary experiences. Similarly, The HUM by Gen Cleary, launching this Thanksgiving at the New York-New York Hotel & Casino in Las Vegas, is breaking barriers in music. Guests will experience sound with their entire bodies, creating a new way of connecting with music. Watching Gen’s passion and creativity over the years has been inspiring and this project is a testament to her innovative spirit.”
Louise Murray, CEO of LeMuria Dreamer LLC
“My favorite experience this year was definitely watching the Olympics and Paralympic games in Paris. Between the instant meme moments (Raygun, anyone?) and the purely emotional moments of winning, losing and teamwork, my whole family was transfixed! We can’t wait for the LA games in 2028.”
Lesly Simmons, founder of Dollhouse Project
“Being in Paris for the Olympics was unforgettable. The city went all out to create an exhilarating, immersive experience, with the International Olympic Committee delivering impeccable production and logistics. Highlights were the emotional track and field finals and the moving closing ceremony at Stade de France. It was a powerful celebration of global unity, embodying the Olympic motto of Respect, Friendship and Excellence.”
Geoff Renaud, XLISTER, CMO and Co-Founder of Invisible North
“At M+ in Hong Kong, high art meets community participation. One exhibit invites visitors to record short videos of themselves, which then become part of the artwork — an exciting example of co-creation and interactive storytelling.”
Ann Morrow Johnson, XLISTER and Global Entertainment Leader at Gensler
“I attended unforgettable events like the Miami Open tennis tournament and Taylor Swift The Eras Tour this year. From a marketer’s perspective, the surge in attendance, ticket price and fan engagement was remarkable. The demand for live events is outpacing supply, creating endless opportunities for brands to connect with audiences in fresh, exciting ways.”
Gabriela Neves, president of Factory360
“The most memorable event for me was a small gathering in Sedona with 100 creative founders and executives. The stunning location set the tone, but what truly stood out was the mix of actionable content and collaborative opportunities with peers and coaches. We could evaluate our work and implement new ideas in real-time, making it a productive and nurturing experience for both mind and soul.”
Christine Renaud, CEO of Braindate
“AFROPUNK Brazil was an unforgettable celebration of unity that transcended language and borders. The two-day festival in Bahia brought together 30,000 attendees, brands, officials, influencers and celebrities for a vibrant showcase of Black Brazilian culture. Performances from icons like Jorge Aragão, Leo Santana, Duquesa, Timbalada and Erykah Badu in her Bahia debut electrified the crowd. Though it streamed live on GloboTV, the energy and connection were best felt in person—two days that shook the ground. Obrigado, Bahia!”
Michael Barclay II, Executive Vice President of Experiential at Essence Communications
“The Delta Lounge at SXSW was unforgettable thanks to three simple words: Employee brand ambassadors.”
Kim Trieu, Global Events and Experiences Manager at Expedia Group
“Es Devlin’s exhibition, An Atlas of Es Devlin, at the Cooper Hewitt was a standout, showcasing bold creativity through abstract sets that combined striking symbolism with graphic spatial design, resulting in visually stunning and deeply thought-provoking work. Meanwhile, Mercer Labs, New York’s new art and technology museum, offered a promising start for blending innovation and art, though there’s room to deepen emotional connections with audiences. Particle Ink pushed boundaries with its immersive blend of acting, animation and projection mapping, creating a unique narrative experience despite some aesthetic and locational drawbacks. Finally, Othership redefined wellness by combining saunas, ice plunges and sound baths as a shared ritual, followed by social tea gatherings — a refreshing shift toward health-focused, immersive social experiential.”
Jasmin Jodry, Founder and Executive Creative Director of MOTO
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