Exploring how brands will be lived, felt, and shared in a rapidly evolving landscape

 

New York City, NY – February 2025 – SoHo Experiential, a leading independent experiential marketing agency, has partnered with SOON Future Studies, a forward-thinking futures research firm, and The Taboo Group, one of Australia’s premier non-traditional creative agencies, to release The Future of Experiential Design Report. This research identifies key shifts in experiential marketing and offers brands strategic insights to stay ahead.

The report explores the industry’s transition from storytelling to story-living, as audiences increasingly seek immersive, participatory, and emotionally resonant brand interactions. Based on expert interviews, audience insights, and future-focused research, the report outlines a strategic roadmap for brands adapting to this evolving landscape.

“The information in this report is actionable and grounded in ethical strategies,” said Tully Walter, Research Director at SOON Future Studies. “It presents a visual roadmap of trends, developments, and disruptions—from micro to mega—so brands can better understand people, products, and the planet in context.”

 

SXSW Debut: A Look into the Future of Experiential Marketing

 

The report will debut at SXSW on Sunday, March 9, 2025, at 4:00 PM in Austin, TX, a global gathering for creative and cultural innovators. The session, “The Future of Brand Experience Design: How Brands Will Be Lived, Felt, and Shared,” will feature insights led by industry experts Reece Hobbins (Cultural Futures Director, SOON) and John Millward (Chief Creative Officer, SoHo Experiential), exploring how technology, cultural shifts, and sustainability are reshaping experiential marketing.

Key topics include:

·      Augmented realities in brand storytelling

·       Regenerative experiences and sustainability

·       The evolving relationship between brands, culture, and the environment

“Experiential marketing is evolving at an unprecedented pace. This report isn’t just about tracking trends—it’s about shaping them,” said John Millward, Chief Creative Officer at SoHo Experiential. “It empowers brands to anticipate audience expectations and create experiences that resonate deeply and authentically.”

For those unable to attend SXSW, the findings will be available via select briefings. To learn more, contact Anne Woodard at Anne.Woodard@sohoexp.com.

 

Industry Leaders Weigh In

 

Shaping The Future of Experiential Design Report are insights from top executives across hospitality, finance, and spirits:

·       Kelly Knowlen – VP, Sales Engagement & Special Events, Hilton

Expert in the next generation of meetings and events and maximizing the attendee experience.

·       Ian Fettinger – SVP, Experiential Marketing, Citi

Leader in financial brand experiences & experiential marketing.

·       Allison Varone – VP, Channel & Customer Marketing, Campari Group

Specialist in spirits marketing, consumer activations, and cultural resonance.

 

About SoHo Experiential

SoHo Experiential is an independent, full-service marketing agency based in New York City. For over 20 years, the agency has partnered with leading brands like Campari Group, Citi, and Hilton to craft bold, immersive experiences that create lasting connections. SoHo combines insights, creativity, and flawless execution to deliver impactful brand moments.

Learn more at www.sohoexp.com.

 

About SOON Future Studies

SOON Future Studies is a think-tank specializing in cultural trends and human insights to inform future-forward strategies. By triangulating social science, ethnographic foresight, and cultural signals, SOON helps organizations prepare for tomorrow, today.

Learn more at www.soonfutures.com.

 

About The Taboo Group

The Taboo Group is an independent Melbourne-based creative agency that transforms brands through cultural insights, purposeful creativity, and impactful campaigns. TABOO is known for breaking norms and delivering work that resonates with audiences and lives in the real world.

Learn more at www.taboo.com.au.