Let’s face it—tentpole activations in 2025 are going to be bigger, bolder, and more competitive than ever before. With crowded marketplaces, shifting consumer behaviours, and economic pressures, the stakes have never been higher.
If you want to stand out at likes of SXSW, Cannes Lions, or OMR, you’ve got to bring more than just a flashy booth and a logo. It’s time to create experiences that go beyond the surface—immersive, unforgettable, and genuinely engaging.
At DesignScene, we’ve been right there in the thick of it, turning brand activations into full-on experiences that people can’t stop talking about. From transforming entire buildings into interactive worlds to leveraging data for personalized engagement, we’ve learned what it takes to capture attention, build connections, and drive real results.
Drawing on our experience with some of the world’s most iconic events, we’re sharing our top tips for creating unforgettable tentpole activations in 2025. Whether you’re looking to drive deeper engagement, embrace sustainability, or explore new markets, we’ve got you covered.
So, how can you truly own your presence at the biggest events next year? We’re pulling back the curtain on our best strategies to help your brand not just show up—but steal the show in 2025.
Tip 1: Go Beyond the Booth—Create Immersive Experiences
In 2025, it’s time to ditch the basic booth setup. Attendees want something deeper—experiences that pull them in and keep them talking long after the event.
At SXSW, we transformed an entire building for Roku City into an immersive playground. It wasn’t just a stand; it was an interactive world where visitors engaged their senses and became part of the story. The buzz was electric.
The takeaway? Don’t think square feet—think memorable impact.
Make your brand space more than just a pit stop. Use projection mapping, sensory elements, and immersive storytelling to create emotional connections.
Roku City, SXSW (DesignScene)
Tip 2: Engage Year-Round—Go Beyond the Event Itself
Tentpole events are just the beginning. If you want to leave a lasting impression in 2025, you need to think beyond the event floor. It’s not just about that one weekend—it’s about creating a journey that starts before the event and keeps the conversation going long after.
Pre-event buzz and post-event content keeps audiences engaged well beyond the show. It’s about building momentum that doesn’t end when the lights go down.
The takeaway? Start early, stay present, and keep your brand top of mind.
Use pre-event teasers, on-site interactions, and follow-up campaigns to turn a one-time activation into a year-round strategy that drives real results.
Tip 3: Prioritise Sustainability—Make a Lasting Impact, Not Waste
In 2025, sustainability isn’t a nice-to-have; it’s a must.
Audiences are looking for brands that walk the talk, especially at high-profile events. It’s time to show that your brand cares—through eco-friendly materials, reusable structures, and waste-conscious activations.
At Roku’s CES activation we repurposed scenic elements from 2023 to build a fresh atmosphere at Aria for 2024. Not only did it reduce waste, but it also attracted eco-conscious attendees who resonated with the message.
The takeaway? Design with purpose.
Think beyond aesthetics—consider how your activation impacts the environment. Use sustainable elements that not only elevate your brand but also leave a positive footprint. Now that’s a brand experience worth talking about.
Roku, CES (DesignScene)
Tip 4: Leverage Data for Personalisation—Tailor Every Interaction
It’s no secret—data is the key to unlocking personalized brand experiences. In 2025, attendees expect more than generic interactions. They want content that feels tailored just for them.
From tailored activations to customised content, each interaction at tentpole activations in 2025 needs to be designed to align with visitor interests, creating a deeper connection.
The takeaway? Use data to craft experiences that resonate.
Analyse attendee behaviour, segment your audience, and personalise your interactions. It’s not just about gathering attention—it’s about creating meaningful moments that stick.
Tip 5: Tap Into Niches—Go Beyond the Usual Suspects
In 2025, it’s all about reaching untapped audiences in unexpected places.
We’ve seen how exploring niche locations can drive deeper engagement. Instead of only focusing on the expected ones, consider activations at specialised locations or emerging fringes where your brand can truly stand out. For Yahoo at Cannes Lions, we took the web-service provider onto the beachfront–practically building out an entire beach that transformed into a concert arena for the grand finale.
The takeaway? Broaden your scope by thinking outside the box.
Whether it’s a hidden gem of a location or an up-and-coming area, there’s massive potential in going where you aren’t usually expected.
Yahoo Beach at Cannes Lions, 2024 (DesignScene)
Conclusion: Ready to Own the Spotlight in 2025?
As we gear up for another year of unforgettable events, one thing is clear: standing out in 2025 means thinking bigger, bolder, and beyond the usual playbook. From immersive experiences to sustainable strategies and data-driven personalization, it’s all about creating genuine connections that go beyond the event floor.
At DesignScene, we’re not just about keeping up with trends—we set scenes. Whether you’re aiming to engage audiences year-round, explore untapped markets, or create a sustainable footprint, we’re here to make your brand activation truly unforgettable.
Ready to make your mark at the biggest tentpole activations in 2025?
Let’s turn your vision into reality and take your brand to the next level.
To discuss a new brief, email Sophie: sophie@designscene.com
