Sign InThinking
While brands build World Cup fan zones, Louis Vuitton built one trunk.
Louis Vuitton's answer to a global sporting moment is not a sprawling fan zone. It is a single, exceptionally made object: the Trophy Trunk, a Monogram case handcrafted in Asnieres to carry the tournament's prize. Against a summer of six-week sponsor hubs…
4 min read
The line that belongs on every activation brief in 2026: people can tell when it was built for the feed.
In BizBash's 2026 Industry Innovators series, a working experiential leader noted that audiences can tell when something was built for Instagram versus built for an actual experience. The takeaway for 2026: design for the second act (what a visitor does…
5 min read
Pinterest banned phones at Coachella. The whole industry should be paying attention
At Coachella 2026, Pinterest built the festival’s first phone-free brand activation. It works because it dramatizes Pinterest’s deepest brand promise, offline action triggered by online inspiration.
3 min read
Heineken's "Clinker" is the best argument yet for why most "AI" activations should actually be sensors
Heineken’s Clinker, launched at Coachella 2026, is a smartband that lights up when two users with similar music streaming histories cheers their cans. It’s sensor-led, passive, and requires no app or screen.
3 min read
Refik Anadol just opened the world's first AI art museum. The fight that followed tells you everything about how to use AI in a brand activation
On April 25, 2026, artist Refik Anadol opened Dataland in downtown Los Angeles, billed as the world’s first museum of AI arts. The opening drew immediate criticism from artists who called AI art “second-rate entertainment.” The debate gives activation teams a useful frame: AI use
5 min read
Have a project in mind?
Tell us about your vision, and we'll handle everything from design to install.
Agency team? Meet your agency fabrication partner. Local build? See custom fabrication in Toronto.
