The Brand Experience Center Conference, a new event bringing together brand experience professionals from around the world, is set to hold its 2027 edition at Swarovski Kristallwelten in Wattens, Austria.
The conference, which follows a highly successful second edition in Dublin, will gather professionals from global brand experience centres for two days of sessions, peer exchange, and networking.
The 2026 conference stage
Explore Kristallwelten
Swarovski Kristallwelten is one of the best-known brand experience destinations in the world. Set in the Tirol region's Inn Valley near Innsbruck, the large-scale public attraction and conference centre welcomes more than 600,000 visitors each year.
Attendees will spend two full conference days at the operational brand experience centre, aligning perfectly with the conference's focus.
Stefan Isser, managing director of Swarovski Kristallwelten, says: "Swarovski Kristallwelten in Wattens is a place where creativity, emotion, and immersive experiences come together.
"We are delighted to welcome the international brand experience community to Tirol and to share how brand storytelling comes to life within the unique universe of the Kristallwelten."
Jameson opening event, 2026
The conference launches on Monday, 25 January, with an evening reception for all delegates.
This is followed by conference days on Tuesday, 26 January and Wednesday, 27 January. On Tuesday evening, a networking dinner will be held in Swarovski Kristallwelten's exhibition area, offering attendees a full evening to explore the attraction.
Proven format
The sold-out 2026 edition in Dublin, hosted at Guinness Storehouse and Jameson Distillery, was rated 8.9 by delegates.
See also: Accessible, profitable, purposeful: 3 lessons from the Brand Experience Center Conference 2026
The 2027 content schedule will be curated using the same formula, focusing on speakers from brand experience centres and covering both B2C and B2B viewpoints.
Tickets are limited and will be available from August. The initial details of the conference programme will follow.
Last year, the Brand Experience Center Conference reported that the 2026 event received three times more early bird registrations than the first event in Brussels, with interest from 14 different countries.
