What Is Experiential? Defining a $3.2 Trillion Industry Built on Awe, Attention and Connection
If you ask ten people what “experiential” means, you’ll get ten different answers. Some say it’s branded pop-ups. Others think it’s music festivals or immersive art. Consider, too, sports spectacles, award shows, fairs, expos, summits, and conferences. At XP Land, we know that it’s all of these things—and more. It spans festivals, immersive theater, museums and attractions. It reaches into concert tours, cultural programs, immersive retail, brand activations and major sports events. It’s where attention can build into participation and long-term value. So what exactly is experiential? We define experiential as anything that brings people together IRL—to gather, connect, learn, grow and feel. Coachella blends creativity and commerce through artist-led worlds. The Sphere in Las Vegas changes how audiences are talking about live music, while AREA15 treats immersion as a core storytelling format. Beyoncé’s Cowboy Carter tour demonstrates how a live experience can reshape spending, travel and community, while The US Open and F1 Miami turn sporting moments into cultural touchpoints. And that’s just in the U.S. Europe’s festival season shapes entire cultural calendars, Asia sets new standards in immersive retail and hybrid environments and the Middle East continues to build ambitious cultural districts. The breadth of experiences reflects how...