The rise of AI use for imagery creation has opened the doors to creating rich experience worlds, where there are no limits to the dreamlike experiences that can take shape. The power of experiential has always been to create moments of joy & escape from the everyday, and where there is scope for brands to use experiential more within their marketing strategies, the question becomes when to tap into elevating the everyday, and when to explore creating one off extraordinary experiences.

Consumers are increasingly looking for brands to deliver “feelings of joy and wonder – creating the spectacular”. Against the backdrop of the rise of living costs & overstimulation from the daily churn of content, brands have the opportunity to become “the place that fulfills these needs by acting as the conduit to escape”. The Age of Re-Enchantment report reveals “two-thirds of millennials and Gen-Zers are drawn to anything that taps into surrealism or dreamscapes, leading mainstream brands and retailers to lean on the weird and wonderful to ‘re-enchant’ consumers,”. A great example is the immense success of Wicked the movie, where strategic partnerships & activations have brought to life the fantasy world of Oz transcending the big screen. These include the transformation of the New York Colour Factory confetti room to bold green and pink hues, to the take over of Liberty London which included a “striking interpretation of the Wizard of Oz’s mechanical head… suspended mid-air”.