The 4 event trends for 2022
It's time for a reunion! After months of intensive digitalization, the event industry must reinvent itself more than ever. Surprising the public, making a mark and offering never-before-seen installations will be the challenges of this new year that is fast approaching.
How to respond to future trends in the event industry? What concepts should you adopt to offer your clients something new? We have unearthed, especially for you, the essential solutions that will enhance your events in 2022.
1. Hybrids: an inevitable formula for the coming year
The physical event is coming back into fashion with a strong need to get together. However, the uncertainties concerning the pandemic are still present. Event organisers must propose formats that are easily adaptable to changing health constraints.
Between physical meeting and digital experience, the hybrid event represents the 2-in-1 solution to continue to gather its public simultaneously. The meeting between these two worlds has many advantages: widening the audience, increased visibility, personalisation of the experience, etc. Investing in an original venue that can be transcribed online is the new way to surprise your audience, even from a distance! Setting up a stage in the heart of a city centre, in the middle of nature or in an iconic space, it's possible!
Between webinar, broadcast or live streaming platforms, various possibilities of interaction are available. This is the choice that Youtopia made by gathering a dozen speakers in the heart of the Bois de Boulogne at the Good Planet Foundation, under a transparent FUGU geodesic dome. A whole day of infotainment broadcasted live on Youtube, the subject of which was related to climate issues.
On the fashion side, the practice of phygital is also seductive! Since the pandemic, the more than 80 luxury brands participating in Fashion Week now present their latest collections by alternating between invited shows and digital presentations. In order to preserve the magic of this haute-couture event, the biggest houses such as Dior, Chanel, Hermès and Kenzo have joined forces to launch a dedicated digital platform.
Always eager for stunning scenographies, these luxury brands took advantage of the hybrid formula to amaze their online community from the most beautiful places in the capital. Between the Grand Palais for Chanel and the Samaritaine for Louis Vuitton, these shows caused a sensation, even from the screens.
Finally, this principle perfectly meets the expectations of the participants and the current needs of the sector. Having access to the event in different ways increases the visibility and attention of the audience through a higher participation rate. A subtle mix between face-to-face and digital, which is becoming a preferred choice for event organisers.
2. Between immersive space and kinetic art
What better way to express your brand than to offer an immersive experience to your audience? The aesthetic and playful dimension is becoming a key element of tomorrow's events. By designing a space in a creative and emotional way, you give participants the opportunity to travel right to the heart of your DNA.
With the use of digital and printing equipment, decorative and artistic objects, the border is close between immersive and kinetic art! More than an artistic movement, kinetic art, developed in the early 1960s, refers to creations that place movement and interaction at the centre of the work.
In total immersion in a dome equipped with a 360° projection device, the public can direct their gaze anywhere and have the sensation of escaping without leaving the environment in which they are.
Combining a well thought-out decoration with sound and light effects, this art allows you to capture and maintain the attention of your guests. Indeed, playing on the visual stimulation by spectacular optical effects and an aesthetic scenography will awaken the perception of the observer.
Opting for the immersive offers many possibilities. Between interactive structures and mechanisms that are triggered by the participants, leave room for your creativity to createwonder!
Finally, using kinetic art allows you to design a space with a strong narrative dimension. Stimulating emotion while telling a story is a key factor in the success of your 2022 events.
By satisfying a need to escape, the spectacular scenography of an immersive structure is sure to thrill your audience! Coming as simple spectators, they will leave your memorable event as real actors.
3. The roadshow as an effective communication tool
As a real road show, the roadshow allows you to go directly to your audience along a predefined route. Considered one of the best event marketing practices, the objective is to reach your audience by relaying the same event in several cities.
Especially practiced in the United States, this method tends to become a powerful strategy to create a feeling of consideration and exclusivity and thus develop a privileged relationship with its audience.
As previously mentioned, tomorrow's events must rethink the customer experience by integrating more human, fun and interactive dimensions. In addition to attracting a wider target, the roadshow is an opportunity to differentiate yourself by sharing your brand identity in a dynamic and original way.
Between entertainment, shows, competitions and cocktail parties, there are many possibilities to create a personalised experience and to promoteyour brand image!
The bicycle market has understood this: last summer, the Roadshow Flanders 2021 Last summer, the Flanders Roadshow stopped along the World Championships route and offered a village ofcycling experiences on the road. In the run-up to the 2021 UCI Road World Championships, this event, which was open to all, allowed race fans to immerse themselves in their favourite world.
At the crossroads of marketing promotion, events and itinerancy, the roadshow has the advantage of being able to be set up quickly while limiting its expenses.
Whether in the city centre or in an unusual location, it is possible to recreate a tailor-made event solution at every stage thanks to nomadic structures such as the Cube Roadshow and theExpandableThe Expandable system allows you to assemble several containers with each other for more space and modularity.
Thus, the notions of spectacularity, travel and displacement provided by the roadshow bring together all the conditions for a successful marketing operation. In addition to considerably increasing the visibility of your brand thanks to a strong geographical influence, this type of travelling advertising campaign reinforces the commitment of your target audience!
Want to learn more? Go to our article : "6 good reasons to adopt the roadshow!" which presents all its advantages and characteristics.
4. Making an impression with ephemera
Have you ever heard of FOMO (Fear Of Missing Out) syndrome? This phenomenon refers to the fear of missing a cultural event, a party or another opportunity for social interaction. Nothing is better than the ephemeral to attract your audience and multiply your sales while reinforcing your notoriety.
Indeed, the notion ofexclusivity encourages participants to pay more to feel privileged. The key is to offer an event that is out of the ordinary, by opting for a venue that is usually closed or little used.
Ski resorts are the perfect example! Like the Dior brand, which organised a private fashion show in Courchevel in winter 2019, the ephemeral is becoming the new way to surprise its customers during a unique and punctual experience. Welcoming its VIP clientele under an elegant and modular geodesic dome, the luxury brand sublimated its fashion show for one evening.
Organising such events has many benefits, both for the commercial side and for the brand image. The aim is to attract as many visitors as possible in the shortest possible time to achieve an immediate return on investment.
From the ephemeral bar to the pop-up store, there are several solutions to promote your new products by arousing the interest of your guests. And why not partner with a personality, an ambassador or an influencer? Be sure to creategreed by reinforcing that famous feeling of exclusivity.
An excellent way to reinforce the perceived value of your event is to evoke urgency. Take advantage of communication channels to createintrigue and excitement around your upcoming experience: immediate financial benefit, rarity of the offer, exclusivity of the products or services... The key is to convince potential participants by provoking a strong enthusiasm in them.
2022 will be the year of all challenges for the events sector! More than ever, event organisers will have to redouble their creativity in order to adapt to current challenges while offering memorable experiences.
What interests the consumers of tomorrow? Creating a link, identifying with a brand's story, but above all: leaving with memories! Rather than investing in products to be given away, leave a lasting impression by focusing on the moments lived with your customers.
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