If 2025 were an event, it would be one no one wants to miss: innovative, creative, and filled with trends transforming the events and brand activation industry. In a world where holograms, immersive experiences, and environmental concerns are the new normal, audiences no longer seek just a show—they demand real connection. And it’s on this stage that Multilem presents the five major trends set to shape the future of brand experiences.
1.Technology and AI: The Intersection of Reality and Authenticity
Artificial intelligence is no longer just a supporting act; it’s now the star. Tools like augmented reality and hyper-realistic content enable experiences so personalized they seem magical. Yet, this technology raises a question: is what we see real or just a well-crafted digital illusion?
In this context, authenticity becomes essential. Despite technological advances, the emotional impact of a physical experience remains unique. The perfect blend of physical and digital is already a reality, as demonstrated by Multilem at Google Cloud Day 2024, where RFID technology revolutionized event management. From real-time monitoring to strategic insights, this event showcased how technology can amaze and create lasting memories.
2.Personalization: Tailor-Made Journeys
Audiences no longer want to be just another attendee. The most memorable events are those that offer personalized experiences, tailored to the style and preferences of each participant.
With the help of technology, it’s possible to create exclusive agendas, offer personalized gifts, and integrate experiences that resonate emotionally. This was precisely the case in the collaboration between Multilem and TAP at BTL. Inspired by the aviation universe, the space included elegant lounges, an exclusive store, and a VIP area that strengthened the emotional connection between the brand and the audience.
3.Sustainability: The New Imperative for Events
Sustainability is no longer a trend; it’s a necessity. Today, creating visually impactful events is not enough—they must also be responsible.
The Multilem Green Initiative responds to this demand. With a focus on material reuse and a regenerative approach, Multilem is redefining event design and construction. Examples like the sustainable stand for Turismo de Portugal, awarded at Fitur 2023, and the Best Sustainable Stand for Alula at the Arabian Travel Market 2024, show that creativity and environmental commitment can coexist, resulting in experiences that delight audiences while caring for the planet.
4.Content: The New Currency of Events
In 2025 events, content is the most valuable element. More than quantity, it’s the quality that makes the difference. Audiences seek meaningful experiences filled with emotional narratives, genuine moments, and interactivity.
Multilem captured this spirit at Portugal’s major summer festivals. Through creative activations and memorable spaces, they helped brands transform simple interactions into lasting emotional connections. These experiences demonstrated that the right content can enhance brand visibility and create genuine bonds with audiences.
5.Pop-up Experiences: Creativity in the Right Place at the Right Time
Pop-up activations have become one of the most effective tools for capturing audience attention. With immersive designs, exclusivity, and strategic locations, these experiences create unique, unmissable moments.
An example of this was the “Takeover Rinascenti” activation by Multilem with Saudi Arabia, which turned shopping malls in Italy into immersive exhibitions of Saudi traditions. The project combined experiential design and sustainability, demonstrating how pop-up experiences can generate lasting impact.
