The Brand Experience Center Conference, an event bringing together brand experience professionals from around the world, will hold its 2027 edition at Swarovski Kristallwelten in Wattens, Austria. Early-bird registration ends on Thursday 15 October 2026.
The conference takes place from 25-27 January and welcomes around 150 people responsible for Brand Homes, visitor centres, and other venues where brands share their stories with the public.
The 2026 event, held at Dublin’s Guinness Storehouse and Jameson Distillery, sold out. Delegates rated it 8.9 out of 10 on average.
What to expect for 2027
The conference begins on Monday 25 January, with a networking event celebrating the Tiroler brand. Tuesday 26 and Wednesday 27 are full conference days. The first day wraps up with a networking dinner at the Kristallwelten exhibition.
This year’s programme includes three Brand Home Talks, one more than in 2026, following requests for more in the post-event survey. The venue’s management presents each talk.
Since the Balashi Beer Experience in Aruba has just opened, delegates will hear its creation story while it is still fresh. In Munich, BMW Welt is the brand’s delivery and experience centre, situated next to the company’s headquarters. The MEYER WERFT visitor centre in Papenburg has operated since 2002 at a shipyard where visitors can see cruise ships being built.
Guests can experience what it would be like to go behind the scenes at the Balashi brewery © Sandenburg Experiences
These three very different Brand Homes offer valuable insights for their peers.
Other programme sessions include Behamics on nudging and using behavioural science to turn visitors into brand ambassadors and influence secondary spending; Manchester City Football Club on Medlock Square, a new brand destination under development at the Etihad Campus; and Microsoft on how the Microsoft Experience Center One supports B2B growth.
More sessions will be announced soon. Delegates can also join a cultural tour of Innsbruck on Monday afternoon.
“People who run a Brand Home don’t often get a room full of peers who deal with the same opportunities and challenges," says Bart Dohmen, founder of the Brand Experience Center Conference.
"At this conference, they learn, get inspired and get connected with their peers. Dublin sold out, so for anyone who wants to join us in Swarovski Kristallwelten, now is a good time to register.”
See also: Accessible, profitable, purposeful: 3 lessons from the Brand Experience Center Conference 2026
