In a world that thrives on immediacy, brands are learning that “temporary” doesn’t mean “less than.” It means agile. It means responsive. It means alive.  From global trade shows to one-night pop-ups, temporary architecture is becoming the design language of modern brand engagement. These aren’t just short-term structures—they’re immersive environments engineered to create long-term impressions. 

Over the past decade, we’ve watched a quiet but seismic shift in how consumers engage with automotive and tech brands. The classic showroom—with its polished floors, neatly lined vehicles or devices, and salespeople waiting to talk specs—is under pressure. Disruption is not coming from competitors alone; it’s coming from expectations. 

When we talk about sustainability, we often focus on materials: recycled substrates, eco-friendly fabrics, greener logistics. And while those are critical steps, they’re not enough. Because the real issue isn’t just what we’re building with — it’s how and why we’re building in the first place.

Four things to know about how female fandom is shaping the future of premium partnerships and fan engagement.

When the World Cup arrives in 2026, it will bring more than just matches — it’ll bring millions of fans, countless stories, and an unmatched emotional charge. Is your brand ready? Gone are the days when a logo on a stadium wall was enough. Today’s fans crave immersive environments, interactive storytelling, and meaningful engagement that travels beyond the pitch. The brands that succeed won’t just show up at the game — they’ll become part of the game-day experience.

Pop-ups have always been the darlings of experiential marketing—fast, flashy, and full of FOMO. They rise overnight, dazzle for a few days or weeks, and then vanish like a magician’s trick. But here’s the thing: the “temporary” mindset is costing brands more than they realize.

There was a time when “safe” made sense. When predictable campaigns and polished messages could still cut through the noise, but those days are gone. Audiences have changed — they’re more connected, more skeptical, and more emotionally driven than ever. What used to feel secure now feels stale. And what used to be “safe” now quietly kills momentum.

In our recent Ask the Expert column for InTents Magazine, our managing director Gordon Machielsen breaks down how precision planning and modular systems allow assembly to deliver high-impact temporary structures under tight timelines.

Leadership has always been about more than skills on paper. It’s about decision-making under pressure, navigating ambiguity, building trust, and inspiring people to follow you into the unknown. Those aren’t qualities you can memorize from a textbook — they’re forged in experience. 

In the world of event marketing, there’s an unspoken competition on the show floor: who can build the biggest, tallest, flashiest structure? But here’s the thing—audiences don’t actually care.

Audiences no longer want to just attend—they want to feel. They expect events to mean something, to connect with them on a personal level, to create a spark that stays lit long after the venue empties. And for brands, this isn’t just a nice-to-have. It’s a growth opportunity. 

Animation isn’t just about making things move—it’s about making people feel. Colors, camera moves, timing… it all works together to grab your audience, even if it’s only for a few seconds. The best animations don't depend on being technically impressive—they’re emotionally effective and they tell a story.

Here’s the truth: your audience doesn’t remember who had the flashiest LED wall. They remember how you made them feel.

In today’s brand landscape, speed isn’t just an advantage—it’s the expectation. Campaigns shift overnight. Product launches tighten timelines. Events pop up in places where “traditional build” sounds more like a wish than a plan. That’s where rapid deployment comes in.

Quick hits of creative POV, cultural cues, and how-tos for making brand moments that actually stick.

We've compiled some of our best strategies for turning heads, sparking conversations, and staying compliant in the healthcare space...and we're sharing those moves with you in our free Healthcare Congress Playbook.

Spoiler: it's magic. Read on for strategies on how to collaborate your way to brand-defining work.

We partnered with BizBash to take the pulse of over 200 experiential pros about the future of experiential. The results might surprise you...

Turns out the future of architecture doesn’t weigh much—but it carries a lot. Spoiler: the future of experiential architecture doesn’t look heavy.

In today’s event landscape, it’s not about being the loudest brand in the room—it’s about being the most intentional —experiential zones are quietly rewriting the playbook for modern brand experiences.