Although theme parks, museums, and zoos already have specialised conferences, there is a shortage of learning and networking opportunities for brand experience centres, even though hundreds exist worldwide. This is what the Brand Experience Conference seeks to address. The inaugural event is scheduled for 28 – 29 January 2025 at Belgium Beer World in Brussels.
In the field of immersive storytelling, brand experience centres are making a distinctive impression. Unlike conventional museums or commercial attractions, these focus on a brand or product. They can have a variety of uses, such as drawing in customers, operating as B2B hubs, or even as instructional resources, but always use real estate to captivate and engage consumers in a brand’s narrative.
This adaptability brings with it a unique set of opportunities and problems. Key performance indicators (KPIs) for brand experience centres are frequently customised to meet their unique objectives. Belonging to a corporate organisation also has its own set of considerations.
Expert speakers confirmed
Five of Europe’s top brand centre executives serve on the conference’s advisory board, ensuring the programme is of the highest calibre. The curriculum offers B2B and B2C orientations, as well as workshops tailored to large and small brand experience centres.
“The dream of a Brand Experience Conference has been brewing in my mind for over a decade,” says organiser Bart Dohmen, reflecting on his prior experience at a major design studio. “Being an entrepreneur now, I decided to turn this dream into reality. The overwhelmingly positive response I received when I initially tested the idea with my network was truly astonishing. Before I knew it, we had an Advisory Board and Sponsors on board, making turning back impossible. Now, we’re excited to launch the conference.”
The conference boasts two confirmed keynote speakers: Christian Lachel of BRC Imagination Arts and Prof. Perry Hobson of Breda University of Applied Sciences. Other confirmed names include Stephanie Schaub of Chocoversum Hamburg, Krishan Maudgal of the Belgium Beer World, and Mike Ganderton of LEGO House. The list of speakers will be updated before the event.
This custom event is especially for factory tours, brand experience centres, brand homes, and any other place that tells distinctive stories. Although there is room for more, the organisers prioritise having diverse attendees. The Brand Experience Conference is currently accepting registrations. Click here for more information.
