XP Land - Experiential is Everything

Pro to Pro
Why London Is Winning the Experience Economy
The Recap
The March Recap: What a Small(er) Tennis Tournament, Hyper-Local Music Fest, and Upstart Literary Experience Got Right

THE FUTURE SOUNDS LIKE THIS: INSIDE THE RISE OF SOUND-BASED IMMERSIVE EXPERIENCES
Visual spectacle — the wow-factor visuals, the Instagrammable sets, the larger-than-life projections — has long been the favored child of experiential design. But lately, we’ve noticed a wave of activations, installations, and performances prioritizing audio as their core storytelling device. From meditative listening rooms…

New + Next
Meet the XP Land Council: The Arbiters of Experiential

Must Reads

Deep Dive
BX vs. CX: What’s the Difference and Why It Matters
Deep Dive
Experiential, Experiential Marketing and Event Marketing Decoded

New + Next
Everything’s Bigger in Texas — Including the Experience Economy
Austin has always been a magnet for creatives, but this year the city is buzzing at an entirely new frequency. SXSW is in full swing. Soho House Austin has become a second home for filmmakers, game developers and the architects of digital experiences. And…
Deep Dive
Newstalgia: Why Today’s Experiences Are Built on Yesterday’s Memories
Gen Z loves nostalgia, and why not? Research shows that nostalgia boosts mood, fosters social bonds and even gives people a greater sense of meaning in life. In a world where the present feels increasingly unstable, the past offers a sense of comfort, even…
Pro to Pro
How AI Is Making Live Events More Real Than Ever
Artificial Intelligence is both an exciting innovation and a source of fear. Many worry about AI replacing jobs, diluting human creativity, and making experiences feel impersonal. These concerns are valid—after all, live events thrive on authentic, in-the-moment connections. But AI is proving to be…
Ideas + Inspo
The Other Winner of the Super Bowl? Experiential
At this year’s Super Bowl, there were some clear winners: The Philadelphia Eagles. Kendrick Lamar. Kendrick Lamar’s jeans. Not on the winning list (besides the obvious): The much-hyped commercials, which over-featured celebrities and under-featured creativity — to the tune of about $8 million per…
Pro to Pro
Experience Pays: The New Marketing Math
In the battle between metrics and moments, brands are losing millions because they’re adding when they need to multiply. By tracking impressions and reach, CMOs are missing something exponential: how exceptional customer experiences transform into unstoppable growth. As someone who helps Fortune 500 brands…
Pro to Pro
The Year Ahead: XP Land Council Members Share What They’re Most Excited About
Over at XP Land, we’re all abuzz about our next XLIST — a definitive guide to the creative visionaries turning big ideas into unforgettable moments. The inaugural class of industry innovators, creative masterminds, and ground-breaking leaders will be a tough act to follow. But…
Deep Dive
AI and the Risk of Mediocrity
Ahhh, the two letters on the tip of everyone’s tongue and already sparking talk of plateauing: AI (either Artificial Intelligence or Apple Intelligence, depending on who’s on the call). In our world, it’s opened up entirely new frontiers in experiential, allowing us to dream…
Pro to Pro
My Roundabout Road to a Career in Experiential
As back-to-school season finds us again, it’s the perfect time to reflect on the winding paths that led those of us in the experiential industry to where we are today. Some of today’s top leaders discovered their experiential talents in the back of theaters,…
Deep Dive
Revolutionizing the Game: The Intuit Dome’s Cutting-Edge Fan Experience
The LA Clippers’ new arena, The Intuit Dome, is well on its way to completely redefining the guest experience — XP pros, take note. While the Clippers may have never won an NBA Championship or even appeared in the finals (and now Paul George…
Pro to Pro
How 3 Experiential Worldbuilders Create 3D Storytelling
No one can build a world of their own quite like children can. They’ll dress up as astronauts, using colanders for helmets and backpacks for space suits, while encountering aliens (stuffed animals) and collecting samples (rocks and leaves) from the “moon.” Or they’ll hold…
Ideas + Inspo
The 4 Keys to Future-Proofing Experiential Trends
Experiential doesn’t happen overnight. It takes months — sometimes years — to brainstorm, plan (and rework, reconfigure, adapt, pivot…) and execute events and experiences. Not to mention the people and money required to make the outcome unbelievable. With big budgets and even bigger expectations,…
Deep Dive
How the Best Festivals Shape Their Cities — and Vice Versa
Cities and their landmark festivals share a symbiotic relationship. When events plant their flags on downtown soil, they gain that city’s culture, infrastructure, and bustling [insert exciting tourist attraction here] scene. And the city gains a guaranteed annual influx of thousands of visitors, plus…
Pro to Pro
Netflix House and the Future of Fan Engagement
It’s not every day that experiential news stops us in our tracks. But a couple of weeks ago, we were struck by a big Netflix announcement: The streaming giant will open its first two massive entertainment complexes, called Netflix Houses, in 2025. These venues…

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