SOE: Space of experience – The consistent merging of physical and digital worlds

Recent events have proven the significance of exhibitions, trade fairs, festivals and congresses to cultivate thriving relationships between brands and consumers. That applies both to the audience as well as to the industry. In times of the coronavirus pandemic, it has become even clearer how much we need analogue spaces of experience: gathering together and meeting up in real life is a basic human need! But instead, today we are faced with the challenge of continuing the direct and personal interaction with brands in an alternative virtual experience, but without forgetting the rules that apply to such brand-related live events. As we have recognised, the physical aspect is of paramount importance if we want to maintain this relationship. Our suggestion is a “system”, a “space of experience”, in which complex stories, memorable events and human connections can thrive and flourish. A “system” that was created as a natural extension of real-life events, with the goal of overcoming the boundaries caused by distance and technology. It’s not a question of either/or. We are addressing the fact that everything needs to work in both directions in the future!

Join us in discussing whether there can be an either/or, or whether it will be necessary to connect both directions efficiently in the future.

Language: German