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Industry Buzz
US: Airbnb's Lollapalooza Partnership, New Rooftop Venue in Dallas, Neon Museum's New Hires, and More
May 29, 2025
Industry Buzz
CANADA: International Trails Day Events, New Dining Experience in Ottawa, Rendez-vous Canada Kicks Off in Winnipeg, and More
May 29, 2025
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
May 28, 2025
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
May 27, 2025
2025 Industry Innovators Article Image Experiential2 B
Industry Buzz
US: Grand Prix Plaza F1 Viewing Events, Downtown Minneapolis Hotel's Rebranding, Populus Seattle Opens, and More
May 27, 2025
Experiential Marketing, Activations & Sponsorships
See How Keebler (And Its Elves) Created Some Experiential Marketing Magic
The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.
May 27, 2025
Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.
Industry Buzz
CANADA: Edmonton Drag Festival, Rogers Centre Ottawa's New CEO, TD Toronto Jazz Festival, and More
May 27, 2025
Brands & Event Pros
Industry Innovators 2025: Sarah Sebastian
The owner and creative director of Rose Gold Collective brings a boutique mindset to bold brand moments.
May 27, 2025
Rose Gold Collective handled Don Q Rum's festival build at the Country Bay Music Festival in Miami.
Brands & Event Pros
Industry Innovators 2025: Jimmy Knowles
The global head of experiential marketing for Canva is turning brand experiences into global celebrations of creativity, community, and joy.
May 27, 2025
Knowles runs Canva Create, the brand's flagship event that started as a 1,500-person internal gathering in Sydney and has since evolved into the 'Coachella of creativity' with 4,500-plus in-person attendees and over 2.5 million online registrants around the world.
Brands & Event Pros
Industry Innovators 2025: Sami Saaud
The founder and chief creative officer of No Filter Creative blends fine art, branding, and technology to push the boundaries of immersive storytelling.
May 27, 2025
'One of the most defining moments of my career was leading the creative direction for Hewlett Packard Enterprise’s HPE Discover event keynote, the first-ever corporate keynote at Sphere in Las Vegas—a landmark moment in both creativity and technology,' says Saaud.
Brands & Event Pros
Industry Innovators 2025: Ryan Coan
The founder and CEO of Creative Riff has been chasing creative curiosity since his dorm room startup days, now leading bold activations for some of the world’s biggest IPs.
May 27, 2025
Ryan and his team produce BravoCon, an immersive brand experience where more than 27,000 'Bravoholics' celebrate their fandom through photo ops, live panels, interactive exhibits, and surprise-and-delight moments.
Brands & Event Pros
Industry Innovators 2025: Tamara Francois and Adolfo Vasquez
The co-founders of The XP Agency see every touchpoint as an opportunity to connect—long before the event begins and long after it ends.
May 27, 2025
The XP Agency has worked on events for brands like Procter & Gamble, Netflix, Coca-Cola, and Ghirardelli.
Brands & Event Pros
Industry Innovators 2025: Dwayne Guzman Barnett
The executive vice president of 15|40 Productions aims to craft experiences that merge technology, creativity, and community in groundbreaking ways.
May 27, 2025
15|40 is a creative-led marketing events agency specializing in experiences and integrated activations for global brands; the team regularly works on activations at major events like D23 (pictured).
Brands & Event Pros
Industry Innovators 2025: Mia Choi
The founder and president of MAS leads with inclusion, imagination, and a refusal to coast—turning events into meaningful, memorable moments.
May 27, 2025
'Every event is an opportunity to get wildly imaginative—and we take it,' says Choi.
Brands & Event Pros
Industry Innovators 2025: Dana Darley Dailey
The senior manager of whiskey portfolio events for Heaven Hill Brands is redefining brand activations through the art of “hospitality by design.”
May 27, 2025
'One of my favorite career moments was hosting an immersive product launch dinner in our rickhouse as part of our grain-to-glass series,' says Darley Daily.
Brands & Event Pros
Industry Innovators 2025: Katie (Limle) Fiore
The head of production for Crown & Conquer is passionate about creating experiences that feel real, relevant, and rooted in culture.
May 27, 2025
Crown & Conquer is a creative agency that works with major brands on live experiences, content, and partnerships. Recent work includes Coca-Cola's eye-catching activation at Coachella 2025.
Brands & Event Pros
Industry Innovators 2025: Ajith Krishnankutty
The vice president of experiential marketing for Capital Group is reimagining events as data-driven, tech-forward experiences—with human connection at the core.
May 27, 2025
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Food Trends
Event Profs Share the Catering Moments They’ll Never Forget
Get inspired by these standout food and beverage ideas that show how food can surprise, delight, and even steal the show.
May 23, 2025
At a fundraiser for Advocate Illinois Masonic Medical Center, caterer Blue Plate created a five-course dinner inspired by how a child with autism experiences the world. One course was called 'Things Aren’t Always As They Seem.' It was meant to surprise the guests, with cheese molded to resemble summer fruits, pumpernickel “dirt,” chocolate-covered “grasshoppers,” edible “pebbles,” and grilled bread.
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