Sydney Opera House’s Post

"Defying Gravity" isn't just a song anymore—it's become an anthem in my house. As "Wicked" takes over the big screen, we're not just watching a movie; we're living an experience. Weeks ago, I snagged tickets for my daughter's musical theater crew and their moms. Now, we're all in: • "Wicked" outfits? Check. • Emerald nail polish? Applied. • Themed hair accessories? Ready. • Oz-inspired slippers? On standby. This isn't just about a film. It's about creating memories, fostering excitement, and building community. But here's the twist: This phenomenon isn't unique to "Wicked." Remember "Barbie"? Movies have evolved into immersive experiences, complete with merchandise, social media buzz, and pre-release hype that lasts for months. As a strategist, this got me thinking: How can we apply this magic to business events and trade shows? • Can we generate the same level of anticipation? • How do we transform attendees into enthusiastic participants? • What would it take to make business gatherings as exciting as blockbuster premieres? Imagine if your next conference wasn't just a date on the calendar, but an event people looked forward to all year. Picture attendees planning their outfits, sharing excitement on social media, and creating their own traditions around your event. (I know some events out there have already mastered this hype!) The bar has been raised. If Hollywood can turn a movie into a lifestyle, shouldn't we be aiming to make our business events just as captivating and immersive? How can we bring this level of engagement to our industry events? What ideas do you have to transform business gatherings into can't-miss experiences? Check out a recent WSJ article that dives more into the immersive world of modern movie-going. https://lnkd.in/gRDkugD5 “In today’s Hollywood, it isn’t enough to debut a film in theaters. As seen with last year’s blockbuster “Barbie,” getting audiences to the theater in droves requires sucking up more pop-culture oxygen than ever—and turning a movie into an event, a movement and perhaps even a lifestyle. “We’re going to be just short of obnoxious,” Universal Pictures’ chief marketing officer, Michael Moses, assured theater owners at a screening of the film in September.” #BusinessEvents #ExperienceDesign #EventMarketing #EventProfs Freeman Company

Protean experientialist Laura Hess has started a Substack called This Is Not an Experience, and frankly, there’s no one better equipped to guide you through the wilds of experiential art and entertainment. With a mind sharper than most laser shows and an uncanny ability to make sense of this ever-evolving-whatever-it-is, Laura delivers insights, reviews, and trends like nobody else. Subscribing is free, but the knowledge you’ll gain is priceless. https://lnkd.in/et3RegwE

Protean experientialist Laura Hess has started a Substack called This Is Not an Experience, and frankly, there’s no one better equipped to guide you through the wilds of experiential art and entertainment. With a mind sharper than most laser shows and an uncanny ability to make sense of this ever-evolving-whatever-it-is, Laura delivers insights, reviews, and trends like nobody else. Subscribing is free, but the knowledge you’ll gain is priceless. https://lnkd.in/eMwMqpNU

🔥 Excited to join the panel on AI during UK Creative Festival, together with Kat Hahn, Prof Victoria Baines, Tom Ellis and Calypso Newman. 💡 The question is not how we leverage AI to make better creative, but how we leverage creativity to make better AI

Another day, another kickstart in the mall…some popup with loud music, some drinks and sales, and a few promoters. Yawn. Does anyone really pay attention? There’s only one way to guarantee… Tell a story! From the setup to the promoters to the entertainment, the entire event needs to be story-driven. Even your average person, passing by, might stop if they feel there is something to be seen or understand (such as in the picture - who are these people and why are they racing?). Here are few things to keep in mind: - Most people (like me) won’t go inside and see what the product is. Unless I know what the brand is already and can anticipate what they might have, I should be able to look at the set up and know if it’s something I’m interested in or not. Use visual metaphors to help subconsciously reinforce what the product is and stands for (including the desired result!). - Explore long-term performances that illustrate what the product does – such as installations or site-specific performance. Is it makeup? Set up a vanity and have a performer using it. Is it a perfume? Create something that is inspired by the ingredients or the atmosphere that you want to advertise. - You can have periodic short and punchy performances, but again, don’t waste time with something flashy that doesn’t also tell the story. Flashmobs or sudden popups can go viral, but if someone watches a random video and doesn’t know what it’s about or for, you’ve lost the opportunity. If you think about the whole experience as a performance itself, and each passerby as part of the choreography, then you have a better chance of standing out and registering. The more people remember you, the more successful the kickstart. The best way to be remembered is to tell a story. [Image Caption: A group of performers including Gillian showing an exaggerated dance race in an outside area.] #storytelling #brandkickstart

This Weeks Blog Post: The Evolution of Stripping: Trends, Innovations, and Future of the Art Form - Taran Singh Ojla - Wiggle Strip Club - Check out the full article here - https://lnkd.in/epdBPmtv

Who What Wednesday: Issue 8 - father. “Do you spend more of your life looking, or listening?”   I was asked this question recently by Freddie Denham Webb and Joe Farley.   Co-founders of Father, a music and sound design studio, the pair are exploring the outer regions of what sound can achieve for businesses. Their clients include Aston Martin, the V&A Museum, MTV (naturally), and Nike.   Here’s what they told me.   “Sound is a major component of our consciousness and a powerful motivator. But businesses overlook it when it comes to building brands, beguiling customers, and selling products. Meanwhile, we’re devoting more time to media that demands that we listen in.   If you’re not using sound, you’re putting your brand on mute.” 🔇 What's your favourite sonic brand? #sonicbranding #sound #design #whowhatwednesday

7 seconds.    In just seven seconds, someone forms a first impression.    It takes an additional eight encounters for that perception to change, especially after a negative initial impression. In a world where our attention spans are becoming increasingly shorter, we must find ways to captivate audiences, to make them stop, interact, and most importantly feel. I firmly believe that live entertainment is a crucial tool for this and, when used effectively, it can create the most magical moments for both guests and businesses alike.

What can brands learn from The King of Pop? 👑 🎵 When we explain the power of 𝒔𝒐𝒏𝒊𝒄 𝒃𝒓𝒂𝒏𝒅𝒊𝒏𝒈, we often reference Michael Jackson. And in particular his iconic HEE-HEE. This unmistakable sound became more than just a vocal quirk—it was his sonic identity. It transcended individual songs, creating an instant association with his artistry. Think about it: one sound, instantly recognizable, no matter the song. Just like a #SonicLogo💡 So, does your brand have a sound that people can recognize in an instant? A sound that sparks a connection, tells your story and makes you unforgettable? If not, maybe it’s time to give your brand its own HEE-HEE!🕺🏻 #sonicbranding #brandidentity #michaeljackson #RIP

What’s the Rec.2020 color space? How does it compare to Rec.709? And to DCI-P3? Why does Rec.2020 matter? Find out! #themedentertainment #proav #avtweeps #projection #museums #attractions #avtech #immersiveexperiences #liveevents #lightfestivals #projectionmapping