The Brand Experience Center Conference, a new event bringing together brand experience professionals from around the world, has already received three times more early bird registrations for the 2026 edition than the inaugural event, with interest from 14 different countries.
The 2026 event is set to take place from 26 to 28 January in Dublin, and is the leading conference for professionals who manage brand experience centres, factory tours, and other unique venues dedicated to creating and sharing brand stories.
The early bird rate continues until 15 November. For further details and to book, please visit the event website.
Building momentum
The first edition of the conference took place earlier this year.
Bart Dohmen, the conference organiser, says: "We were blown away by the reactions after organising the first edition this January in Brussels.
"With an impressive 8.8 rating from our attendees, we knew we were on the right path. Together with the advisory board, we’ve worked hard to take the lessons learned and make this second edition even better."
Based on attendee feedback, the upcoming conference will feature a special opening event on Monday evening. Hosted at the Jameson Distillery, delegates will enjoy a unique brand experience, including access to the live maturation warehouse and a tasting of a cask-strength single pot still whiskey.
The 2026 event will also include a new double-track format on Tuesday afternoon. A track for B2B experience centres will focus on balancing B2B objectives and employee inspiration, and on engaging high-level decision-makers with limited time. A second track will offer B2C breakout sessions focusing on key areas such as F&B and retail within brand experience centres.
The agenda includes insights from Brand Experience Center management members, with speakers from: Diageo Irish Brand homes, Pernod Ricard Brand homes, Titanic Museum, Schwalbe Tyres, Rotkäppchen Sekt, Ceretto Wine and many others.
The robust academic programme will include a session with Wim Strijbosch, a researcher at Breda University of Applied Science, who will share his neuroscience research, explaining how attraction elements affect the brain and visitor perception and offering attendees practical insights into improving emotional connections with their brands.
Bernadette Quinn, a senior lecturer at Technological University Dublin, will deliver the closing keynote on the role of brand experience attractions in the rapidly evolving context of urban tourism.
Guinness Storehouse
The 2026 edition is hosted at the iconic Guinness Storehouse in Dublin, with five-star hospitality throughout. This includes the much-anticipated Tuesday evening networking event at the iconic Gravity Bar at the top of the Storehouse, which boasts the best view in Dublin.
See also: The evolving visitor experience at the Guinness Storehouse
All delegates can enjoy the Home of Guinness Experience, a fully guided journey over seven floors. This includes a lesson in pouring their own pint in the Guinness Academy, and a final pint of Guinness or Guinness 0.0 at the Gravity Bar.
With a varied schedule, created by an Advisory Board of leading European Brand Home managers, and numerous networking opportunities, the second Brand Experience Center conference promises an even more inspiring and essential event for the industry.
In September, The Brand Experience Center Conference announced the preliminary details for the 2026 event.
