Hello from the other side of Adele in Munich! Dustin made the trip to see her once-in-a-lifetime show and was floored by the ADELE WORLD setup. It was a custom-built, fully themed outdoor experience fans could explore before the concert started.
Just for a taste, picture an “I Drink Wine” bar, phone booth photo ops, themed merch stands and a Bavarian Biergarten to grab a pint before the show.
ADELE WORLD was up for all ten days of her live concerts, then promptly taken down. But its impact is just starting–this temporary immersive setup highlights the evolving nature of experiences.
The era of one-night-only events is over (and that’s great for brands).
It’s time to shake up the norm and think about larger-scale, multi-night experiences. Imagine repurposing your infrastructure night after night to give your guests a better experience while committing to and owning an aesthetic. It just makes sense.
For Adele, spreading out the concert experience meant the grounds opened hours before the show started and were packed with fans exploring, grabbing Adele-themed bevvies, and buying merch before the show.
This solved logistical problems, reducing hallway congestion and ensuring fans had their swag and drinks ready before the concert. Plus, it’s a memory they’ll never forget.
So, how do we pull off incredible, thematic multi-day experiences?
Reduce, reuse, rejuvenate.
We’re thinking of you and your warehouse when we say this: residencies offer better experiences and more value for infrastructure investment.
The key is reusing instead of starting from scratch–it’ll save your sanity and your bank account. All-Black Everything is not so hard to pull off three nights in a row if you’re reusing things you’ve already painted and coordinated.
Break up merch into mini moments.
Offer guests pop-up-style shops to choose from as they move through the space. Theme them up to make the shopping experience more enjoyable and part of the aesthetic experience. Think Universal’s Harry Potter World – you don’t step out of the event to grab a wand or chocolate frog; it’s an extension of the experience.
Sponsors should show up on brand with the event.
We’ve moved into an aesthetic and experience-forward world. Sponsors benefit when they show up on theme. Letting go of their go-to branding and adapting to fit the design concept helps guests understand what they’re offering in a way that feels natural and maintains immersion. Win-win.
You know what else should show up on brand with the moment? Bathrooms.
Bathrooms. Shouldn’t. Suck. You know the feeling of stepping into a bathroom that matches the vibe? It’s a green flag that those designers thought of everything. Instantly give guests a better experience by extending the theme into the loo.
To share Adele’s sentiment about multi-day events, “It’s all a bit bloody exciting,” isn’t it? As with all shifts in our industry’s ecosystem, it can be equal parts daunting and exciting to take the leap. But we’re excited about new opportunities to innovate, repurpose, and create larger-scale events that blow our guests away. Have thoughts about this shift? Hit us up!
Photo Credits:
adeleinmunich.de
billboard.com
theguardian.com
