The Brand Experience Center Conference, a new event bringing together brand experience professionals from around the world, has opened registration for its second edition.
The 2026 event will 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.
Early bird tickets are available until 15 November. For further details and to book, please visit the event website.
New extended format
The 2026 conference follows a highly successful inaugural event in Brussels, and will present an agenda created in partnership with an advisory board of five leading European brand centre executives.
The full roster of speakers is still being confirmed and will include numerous well-known industry figures.
Brand home visionary Paul Carty will open the event. Until his retirement in 2020, Carty played a pivotal role in making the Guinness Storehouse one of the world’s leading brand homes. He will share his insights with today’s industry leaders.
See also: The evolving visitor experience at the Guinness Storehouse
This year, the agenda has been extended to three days, with a new, exclusive opening event at the Jameson Distillery offering attendees a special visit to this unique brand experience.
The conference itself will be held at the internationally renowned Guinness Storehouse, with a VIP tour for all delegates and a networking dinner at the attraction’s spectacular Gravity Bar.
The Brand Experience Center Conference offers a focused environment where industry leaders can connect and learn from each other. Capacity is limited, and so registrations are managed to ensure a careful balance between brand operators and other key stakeholders and provide the best value for all delegates.
Recently, Brand Experience Center Conference advisory board member and managing director of Guinness Storehouse and Diageo Irish Brand Homes, Catherine Toolan, shared why she has supported the event from its inception.
“I truly believe that having a network of peers across this industry is crucial to its development and success,” said Toolan. “The ability to share challenges and opportunities in a non-competitive way and to learn from each other is really powerful – we have a great saying in our native Irish language, ‘Ní neart go cur le chéile’ which in simple translation is ‘Together Stronger’.”
