From ‘phygital’ hybrids of the physical and digital, intuitive sensory spaces and virtual reality integration, to bespoke venues and purpose-driven personalisation, expectations for the future of the event industry are sky-high – a perfect storm of cultural innovation, tech advancement and an ever-increasing demand for human-centric design.
tech innovation
AR, VR, AI – it’s getting soupy out there. Augmented and virtual reality, gamification, spatial tech and machine learning all play a part in a brave new world of hybrid events that seamlessly integrate physical and virtual realms, where robots schedule, forecast, predict and optimise – and humans create. Tech should be the thread that weaves and enriches the narrative of an event, and the scope that it offers is mesmerising: think self-guided concierge services, interactive kiosks, or next-gen immersion in the Vegas Sphere.
consumer demand
Increasingly, we seek depth, authenticity and sensory richness in our experiences, and to engage with the world in meaningful ways, connecting with the environment and each other – both recognised and represented. So, it makes sense that sensory and neurodiverse spaces are high on the list, as are personalised experiences that are mindful, accessible and purpose-driven with measurable social impact. It’s a tall order; however, out-of-the-box venues like gardens, art galleries, warehouses and historic sites deliver big on these requirements.
The Sapphire Dinner at AGNSW’s Tank venue nailed this brief: an immersive wonderland that tickled every sense, from stunning visuals that filled the space as if it were underwater, to a custom scent that made you think of the ocean, and food that honoured the seas that surround us.
The scale, structure and acoustics of the 2200sqm underground concrete space, with its seven-metre-high ceilings, 125 columns, and 18-second reverb, were technologically challenging. Our sound crew had to create an acoustic bubble and incorporate a time-aligned distributed system to minimise reflections and ensure sonic clarity. To deal with the columns, a 26m-long LED wall displayed mapped projections and addressed visual issues created by the columns, with moving beam lights and haze effects used to add to the dramatic immersion.
human brilliance
Powerful storytelling that weaves a touch of the extraordinary into the everyday, in a riotous collaboration of tech, art, education and community, comes courtesy of brilliant human minds, and otherworldly immersion is something we will see more of. Consider the experiential worlds of Meow Wolf in the US, for example, user-play installations that take this premise to new dimensions, while driving incredible income streams.
Not every event will have Netflix-level production, but the idea that an event can be magical and experiential is here to stay, from soda-pop coloured ra-ra-skirted queens at Royal Randwick, to the Mad Hatter’s Tea Party at Luna Park.
culture + community
One of the most interesting developments we are seeing is a trend toward community and cultural engagement, along with an increasing focus on corporate social responsibility (CSR) and transparency. While these two ideals are not necessarily linked, the people-first focus is entrenched in both, and we welcome it.
In the pursuit of meaningful creation, there has to be a powerful story, a narrative that engages and delights, but one that also converts people, be it to a philanthropic movement, an exchange of ideas at a conference, or simply shared enjoyment, the culmination of which delivers incredible traction.
