Factory International Forecasts a New Era of Brand-Led Experiences in 2026

Factory International, the organisation behind Manchester’s Aviva Studios, is predicting a major shift in how brands will craft live experiences in 2026. According to its event team, there is growing momentum for activities that go beyond isolated spectacles and instead foster deeper community engagement and cultural relevance.

Stephanie Williams, Head of Events at Factory International, highlighted that audiences today seek more than passive entertainment, they want meaningful connections. This trend is pushing brands to collaborate with creators, artists and local communities to produce culturally rich, participatory events that resonate on a personal level.

The insight from Aviva Studios suggests that transactional, one-off brand experiences are giving way to narratives rooted in authenticity and shared values. Planners and agencies are being encouraged to build events that feel organic and reflective of the communities they engage with, rather than purely promotional in nature.

Looking ahead, Factory International sees a role for flexible venues like Aviva Studios in supporting this evolution, offering spaces that accommodate everything from dynamic performances to immersive cultural activations. This shift opens exciting opportunities for event professionals aiming to craft memorable moments that audiences will remember and share

Author: Sam Hyland
Original Source Link: eventindustrynews.com
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