The Future of Brand Experience Design: How Brands Will Be Lived, Felt, and Shared
At SXSW, we took the stage to unveil our latest insights report—The Future of Brand Experience Design Report—a deep dive into the evolving intersections of consumer behavior, technology, and culture. Created in partnership with SOON Future Studies, this research explores how brands can move beyond conventional engagement tactics to craft immersive, emotionally resonant experiences that drive true connection. Watch the recording here.
The ‘Prison of Joy’ Effect
Caren, Allie. "Oscar Mayer Made a Face Mask That Looks Like Bologna. It Sold Out Fast." The Washington Post, 28 Jan. 2022, www.washingtonpost.com/wellness/2022/01/28/oscar-mayer-face-mask-bologna/. Accessed 27 Mar. 2025.
Hyper-personalization has created algorithmic comfort zones—digital bubbles where consumers receive content so tailored to their preferences that they rarely encounter the unexpected. While this delivers instant gratification, it also limits exploration, making discovery a challenge. The brands that stand out are those that introduce strategic disruption, breaking through these digital walls with experiences that reintroduce surprise and delight.
“For brands, the challenge is twofold: first, to understand the psychological and cultural effects of these algorithmic bubbles; second, to break free of them by crafting novel, cross-cultural experiences that surprise and resonate,” from The Future of Brand Experience Design Report.
Consider Spotify’s Uncharted Playlists campaign, which disrupted algorithmic predictability by curating AI-assisted, human-refined playlists that introduced listeners to unexpected sounds. To bring this to life, they launched surprise listening lounges featuring live performances tailored to—but intentionally outside—attendees’ usual music preferences. By blending personalization with discovery, Spotify reintroduced the thrill of the unexpected, proving that breaking the algorithm can be just as powerful as perfecting it.
Key Takeaways
Invite the Unexpected Guest – Break through the digital noise by throwing in a cultural curveball. Create moments that surprise and shake things up. Disrupt your audience’s routine, and they’ll start paying attention—leaving with an unforgettable connection to your brand.
Ask, Listen, Then Answer Together – Bring your audience into the conversation. Let your fans be a part of the creative process, making them feel like collaborators rather than passive consumers. This creates deeper investment and ensures the experience lands with impact.
Find Your Cross-Over – Don’t just gamble with risk—master the balance of comfort and excitement. Find that sweet spot where the familiar meets the unknown, and your audience will stay curious, engaged, and loyal to your brand for the long haul.
Bittersweet Nostalgia
Carhartt. How to Build Clothes that Last 100 Years. Advertisement. Carhartt, circa 1980s.
Nostalgia remains a powerful force in brand storytelling, but its impact lies in more than just revisiting the past—it’s about reinterpreting it for the present. Today’s audiences respond to a delicate balance of comfort and transformation, where memories are brought forward in a way that feels both familiar and unexpected. Whether through design, music, or storytelling, the most resonant nostalgia-driven campaigns evolve with their audience.
"People often view "the good old days" through rose-colored lenses, forgetting the hardships and amplifying the pleasant memories. This helps explain why nostalgia is pervasive: as times change and challenges emerge. people across cultures have often idealized earlier eras as simpler or happier,” from The Future of Brand Experience Design Report.
Consider Pepsi’s "The Pepsi 125 Diner" Pop-Up. Pepsi brought its retro branding back to life with an immersive diner experience in NYC, complete with classic jukeboxes, vintage uniforms, and menu items inspired by decades past. The activation wasn’t just a throwback—it reinterpreted Pepsi’s brand history through a modern, Instagram-worthy lens.
Key Takeaways
Create Space for Sentimental Escapism – Give your audience the gift of nostalgia and let them get lost in it. Even the younger crowd is craving a taste of those “good old days.” Tap into their imagination and create an experience that lets them savor the past while being fully present in the now.
Connect Demographics with Nostalgia – Nostalgia is all about balance. It’s not just about reliving the past—it’s about making it relevant today. Find the sweet spot where old-school trends meet modern values, and you’ll build brand loyalty that spans generations. It’s all about connecting the dots between the past and present in a way that feels fresh.
Become a Neo-Archivist – Young generations are thirsty for stories. Use your brand’s history as a bridge to the present by curating an experience that takes them on a journey back in time. Make your archives come alive and turn nostalgia into a captivating narrative that resonates in the here and now.
The Rise of ‘Manual Living’
As digital fatigue sets in, consumers are turning toward tactile, hands-on experiences that engage the senses. From the resurgence of analog rituals to the growing appreciation for craftsmanship, there is a renewed desire for depth and presence in everyday interactions. Brands that embrace this shift are creating physical and sensory-driven experiences that foster a deeper, more mindful connection with their audiences.
"A 2024 experimental study with college students found that a 4-week art-making intervention (e.g. drawing, clay modelling, crafting) led to a significant reduction in perceived stress compared to controls,” from The Future of Brand Experience Design Report.
Consider Levi’s Tailor Shop, a 2024 pop-up series where guests could design and customize their denim using traditional techniques like hand embroidery, indigo dyeing, and chain stitching. By partnering with local artisans in each city, Levi’s transformed retail into a tactile, slow-fashion experience, reinforcing craftsmanship while giving consumers a personal connection to their clothing.
Key Takeaways
Playing the Long Game – Create experiences that reward attention, not instant gratification. Ditch the digital noise and replace it with moments that demand focus—those long pauses that let people truly connect. It’s about prioritizing depth over speed, offering space for reflection that lingers long after the moment fades.
Get Handsy – People want to get their hands dirty and make something that’s uniquely theirs. Whether it’s designing, crafting, or customizing, letting them tap into that creative energy leaves an impression that can’t be replicated. It’s a chance to connect, to create, and to take home something real.
Hero Your Origin Stories – Bring your past into the present and watch it resonate with everyone. When you mix nostalgia with modern innovation, you craft a story that spans generations. It’s all about showing where you came from and where you’re going—and doing it in a way that feels both timeless and fresh.
Curated Authenticity & The ‘Fourth Wall’
Audiences today are fluent in marketing language and quick to identify performative inauthenticity. The challenge for brands is to balance transparency with curation—knowing when to pull back the curtain and when to leave an element of mystery. In an era of radical visibility, the most compelling brand experiences are those that feel both intentional and organic.
"In the post-digital age... brands and individuals practice radical transparency, sharing personal content and behind-the-scenes access... carefully crafting a ‘real’ image that still serves strategic goals,” from The Future of Brand Experience Design Report.
Consider Pinterest's Manifest Station at Coachella 2024, which invited attendees to engage with celebrity stylists Chloe and Chenelle Delgadillo in activities such as outfit embellishment stations and beauty makeovers. This activation effectively blended curated curation with authentic engagement, erasing the 'fourth wall' between the brand, influencers, and its audience.
Key Takeaways
Create the Middle to Meet – Blurring the lines between digital personas and real-world experiences is a game-changer. Invite a digital idol or influencer to your next event and watch them bring their followers into the moment, creating a true connection that goes beyond the screen.
Behind-the-Scenes B-Roll – Raw, unfiltered moments are where the magic happens. When brands strip away the polished exterior and show the real, unscripted side of their story, they invite customers into their world. It’s like the friends who let you see their quirks—vulnerable, genuine, and unforgettable.
Strength in Smaller Numbers – Big or small, face-to-face interactions build real community. Whether it's an intimate workshop or a full-scale activation, when customers see others who vibe with the brand, it strengthens those bonds and fuels loyalty. People crave connection, and when you offer that in person, the magic is undeniable.
Sustainability as a Loyalty Driver
Sustainability is no longer an optional value-add—it’s an expectation. Gen Alpha and beyond want to see sustainability embedded into every aspect of a brand’s operations, from sourcing and supply chains to packaging and messaging. Brands that integrate sustainability as a business principle rather than a marketing strategy are building deeper trust and long-term loyalty.
"Even though most Gen Alpha members are still children today... they are poised to become the largest consumer group by 2040. Studies indicate they are "deeply aware" of environmental issues and will prioritize brands that are transparent and eco-friendly, compelling companies to adopt circular models and sustainable practices to meet these expectations,” from The Future of Brand Experience Design Report.
Consider Patagonia’s Worn Wear Tour. Mobile repair stations encouraged consumers to bring in old gear for mending instead of buying new. This hands-on, analog experience reinforced the brand’s commitment to sustainability while creating meaningful, real-world interactions with its audience.
Key Takeaways
Embrace Hyper-Localism – Go local to make a bigger impact. When you focus on regional materials and partner with local suppliers, you’re not just shrinking your carbon footprint—you’re deepening connections with your community and creating a brand that feels grounded and genuine.
Spiral Outwards – Turn your next event into a statement. Use upcycled, transformable materials to create something new and bold, while showing your audience that sustainability is more than a buzzword—it’s a way of life. Recycled, reimagined, and repairable.
Experience While You Can – Don’t shy away from rethinking your strategies to align with a changing climate. Gen Alpha and beyond are looking for disruption—unpredictable, immersive experiences that reflect the reality they live in. Adapt and surprise them. They want a brand that’s as adaptable and forward-thinking as they are.
In partnership with SOON Future Studies, we’ve explored the key shifts shaping consumer behavior and how brands can evolve to meet them.
Do you want to see the full report? Fill out the form here and we will send you a copy! Watch the full video presentation here.
