Experiences are back!
As we head into 2023, there will be more opportunities for brands to create unmissable collaborative experiences, says Jonathan Brigden, MD of Studio Giggle
2022 saw us return to a ‘new, new normal’ as we began to experience life away from Covid.
Now the integration of technical and creative knowhow is leading to a sense of freedom when it comes to the digitisation of working, shopping, and interacting with friends from home: leaving the house had better be worth it!
Meanwhile, social media has raised expectations for everyday interaction, as people demand imaginative and shareable interactions, everywhere.
This all plays out nicely for our industry, which just so happens to specialise in creating extraordinary memories. However, some reimagining of what we do is also needed. That’s why Studio Giggle’s Top 5 trends for 2023 reflect on how events companies can bring the beauty, fun and drama back to our everyday lives, in unexpected ways.
1
Giving retail a much needed makeover…
The 2022 launch of ‘Outernet’ in the heart of London has created a new canvas for brands to start to immerse passers-by in unique experiences. From Projection Artworks' relaxing Panadol experience, to music performances by Lil Simz, this is a perfect medium to grab eyeballs and stop people in their tracks.
2023 will see creative event agencies tasked with bringing brands to life in our daily lives via must-see retail events, pop-ups and experiential fun.
Image supplied
2
Bringing history and culture to life
Another trend that could turn into an industry in its own right is using AR and XR to enhance visitor attractions. What if, for example, while staring up at the Great Pyramid, you could raise your phone and see an overlaid vision of the site as it looked in 1,300BC, bustling with life as its shining limestone facade illuminates King Tut’s initiation ceremony. It’s not a time machine, but it might be the next best thing.
While overly ambitious attempts to create full virtual worlds are impractical right now, digital enhancement is where it’s at. And, it’s work that brands are demanding regularly: often involving using XR and projection mapping to enhance historical sites and venues, but more recently, we’ve had discussions about virtual stadium tours and ‘metaverses’ that allow access to unexplored territories for fans and consumers.
3
Using AI Art, creatively
Clients demanding the next big thing is no bad thing, providing what’s on offer is eye-catching, interactive, on brand, and thought provoking.
Enter, AI art: creations made without the human touch, with algorithms drawing on vast libraries of imagery on the web to produce images or video. The results can be moving, surprising, and even amusing. But how might this help event agencies?
Firstly, AI art is being used to auto generate landscapes and assist with content editing, increasing the creative scope of your event, and the ease with which content creation can be generated. Secondly, there are interactive uses for AI art at your events, perhaps to create unique keyword-related content for attendees.
4
The rise and rise of ICVFX
We have taken virtual production or ICVFX (in-camera visual effects) to the core of everything we do at Studio Giggle. Camera tracking, unreal worlds, LED walls have become the usual workflow for us in the ‘new new normal’. We took this incredible technology and put a rocket up our virtual events. We are now building a new virtual production studio in Bristol to bring this technology permanently to our team and clients.
Up until now, virtual production has been mainly seen in sci-fi productions, but Netflix’s latest hit 1899 was a new take on using virtual production for period drama. The restrictions of Covid meant production needed to be contained within a safe studio environment. The 1899 production team really took the look of virtual production to a whole new level.
Virtual production allows for realistic interaction, and the ability to adapt instantly to different worlds that can be manipulated in real time to allow for the perfect camera angle, and limitless creativity.
5
Technology will allow for more agility
When the world came to a standstill in 2020 we went back to basics and pivoted back into a start-up mentality. We researched, developed and innovated to enable us to create more offerings to our clients. From AR marketing to full scale virtual production, extended reality virtual events to motion and volumetric capture to projection mapping, we have been forced to become experts in creativity and technology.
Completely changing the company in four months has certainly taught us agility but also a greater sense of shared learning - and the ability to allow creativity to thrive.
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