As part of The Drum’s ‘Predictions’ series, Martin Severs and Rich Hartle of Collaborate Global suggest what trends might shape experiential in 2026.
Look out for more use of live entertainment IP, similar to Netflix’s West End prequel Stranger Things: The First Shadow, say Severs and Hartle (Stranger Things/Netflix)
Last year was another exciting one in the world of experiential – even more evidence that consumers are valuing the tangible in an increasingly digital world, that brands are seeing ‘in real life’ (IRL) events as the way to overcome their category barriers, and that technologies are enabling more exciting and tailored creativity often at lower costs.
Experiential marketing isn’t just a nice-to-have – it’s a strategic growth driver that delivers measurable results in trust, sales, deeper connections, and long-term brand equity. As the latest Bellwether Report showed, UK event budgets are increasing, and the IRL category showed the highest budget optimism for the coming year.
Last year, we made some internal predictions about 10 trends that we believed would dominate and inspire. Looking back, our strike rate was great – four have gone from strength to strength (‘cross pollination’, ‘sense maximized’, ‘fandom power’, and ‘unexpected piggybacks’) and the remaining six have been steady influences on all IRL marketing throughout the year.
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For 2026, we want to focus on one tech observation from 2025 that has morphed into something more powerful, and two new trends.
In the coming year, we expect greater integration of tech into IRL experiences, as live and digital continue to converge. Just as technology becomes more human and user-friendly, physical experiences are being enhanced by more accessible and affordable tech.
However, brands must be careful not to let technology overshadow them, leaving visitors thinking ‘that was amazing’ but forgetting the host. The smart approach is to use tech subtly and brand-appropriately, solving consumer needs and enhancing the brand experience. This doesn’t mean ditching analog: physical merchandise remains vital, offering lasting, tangible connections that extend engagement beyond digital.
A strong example is the 2025 Frisson Trigger activation for Sonos in Sydney, which directly linked technology with human emotion. Building on music’s ability to create goosebumps, Sonos commissioned composer and producer EricJ to create a track scientifically designed to induce frisson and deepen emotional connection to sound. The music launched at a press event, premiered in a purpose-built listening space, and was then widely shared across social channels.
As entertainment production budgets tighten, brands are increasingly seeking new revenue through live entertainment IP. From live music and interactive theatre to branded hospitality, these experiences are redefining what a ‘day out’ means and can often appeal across all age and gender groups. We expect this trend to continue, as brands capitalize on some of the most loved brand equities around.
For example, Netflix has expanded its live IP strategy with Squid Game: The Experience, the West End prequel Stranger Things: The First Shadow, and the Vegas café Netflix Bites. Touring immersive spin-offs blur the lines between content, theater, and branded hospitality.
There are also opportunities for non-entertainment brands. As live IP becomes more common, standing out will be crucial, and unexpected brand partnerships can drive PR impact – whether through merchandise, hospitality, or aligning with audiences the larger brand wants to reach.
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Lastly, no trend piece for 2026 can ignore the impact AI will have on us all – in fact, looking back to where the world was just 12 months ago is quite shocking.
We recently hosted a thought leadership event exploring standout AI examples across culture, marketing, and experiential, followed by an open discussion with brand leaders on how AI is affecting their work. The response mixed caution, learning, and significant excitement.
The key takeaway was that AI should be approached like any tool: with open arms and a healthy dose of scepticism. While AI can be a force for positive change in IRL marketing, it remains a tool to be shaped and applied intentionally.
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A strong example is Intel’s AI Experience on London’s Oxford Street, which shifted the focus from product specs to real benefits. Rather than explaining what AI is, the event demonstrated how it can make a difference. This points to AI’s wider potential in experiential marketing – enabling instant feedback, making visitors feel seen, and driving the crucial shift from spectator to participant.
The year ahead promises to be an exciting year for all of us in the experiential space. As ever, humans navigate challenging times by connecting with each other through real-life experiences, creating moments and memories of joy. Brands that are looking to double down on authenticity and usefulness in the year ahead, join us – the door is open.
Rich Hartle is creative director of Collaborate Global.
Collaborate Global
Inspired and original experiences for ambitious brands.
