"We are called to gather, make magic, and raise the bar." (XP
Land CEO Erica Boeke); "Look out for
augmented reality increasingly being used as an everyday utility to
solve problems, including at live events." (Leah Rubin-Cadrain, Snap, Inc.); "I'm very
excited to be launching my new platform, CROWDED Haus."
(Michael Barclay II, Essence
Ventures); "Expect to see a lot more live-to-service offerings."
(Abbey Londer, Netflix is a Joke);
"We've just launched our inaugural immersive incubator."
(Mikhael Tara Garver, Culture
House); "We're exhibiting our first experiential film, starring
Robert De Niro, at Tribeca
Festival." (Jay Rinsky, Little
Cinema)
NEW
YORK, May 22, 2024 /PRNewswire-PRWeb/ --
Experiential leaders shared what's next for themselves, their
companies, and the industry at the XP Fronts, the first-ever
experiential upfronts, presented by XP Land — the platform and
community for the experiential industry — yesterday afternoon
during C2 Montréal. Experience makers, artists and technologists,
venues and spaces, and worldbuilders all agree that experiential is
booming, and this combination of art, technology, and live
storytelling will continue to have an enormous impact on business
deals across many industries.
This is a call to gather people in small
groups, in large, epic gatherings, make magic, and raise the
bar.
Randy Weiner, Managing Partner, OTBA & Weiner Entertainment
Group (Sleep No More and Queen of the Night):
"I am taking the biggest live entertainment IP in the history of
the world, and I'm creating the largest, most complicated, most
expensive show of my life — extremely heavy on narrative. That's my
story. I can't fully reveal what it is yet."
Vivian Belzaguy Hunter, Founder
& Sustainability Director, Ascendance Sustainable Events:
"The future is experiential and sustainable. Ascendance has just
landed our first deal with a major city. We will be doing 10 events
in the City of Miami Beach this
year, and we're so excited."
Leah Rubin-Cadrain, Head of
Creative, Arcadia Creative Studio, Snap, Inc.:
"From Snapchat and my team, Arcadia at Snapchat, look out for augmented
reality increasingly being used as an everyday utility to solve
problems, including at live events, like festivals, as a utility
for finding your friends, finding the nearest bathroom, and
more."
Ariel Foxman, VP, Brand &
Experience, Boston Seaport, WS Development:
"What's next: Onsite creative co-creation by way of
consumer-facing AI, where people can really choose their own
adventure with their indoor experience."
Ron Goldenberg, VP, International
Marketing & Innovation, BSE Global (Barclays Center / Brooklyn
Nets):
"I'm excited about the re-imagination of sports venues as
always-on community and cultural hubs."
Jay Rinsky, Founder and Chief
Creative Director, Little Cinema:
"I've got two little dreams coming true in June. The first one
is we're exhibiting our first experiential film, starring
Robert De Niro. It's made out of
samples of 40 different films, culled on six screens, at Tribeca
Festival in June. That's been 15 years in the making. The second
one is, after over 200 events and working with Netflix, our tech
finally got vetted by them, and we're running our first
on-platform, experiential fan event with Netflix."
Fri Forjindam, Chief Development Officer & Executive
Creative Officer, Mycotoo:
"I think the future is going to be a non-Western narrative,
where we're able to celebrate cultures, stories that are from all
parts of the world and really leverage authentic, historical
cultures and religions and geographic locations in a way that is
relational not transactional. For Mycotoo, we're continuing our
global domination, not just doing design services, but also
producing and opening events. Like Randy Weiner, I too cannot talk
about it but we're looking forward to an IP-branded experience
that's going to be touring North
America and hopefully internationally."
Félix Lajeunesse, Co-founder & Chief Creative Officer, Felix
& Paul Studios:
"Next year we're going to be launching what is by far the most
ambitious project our studio has ever created. It's a large scale,
hundreds of people at the same time, experience, and it's
completely narrative."
Dylan Thuras, Founder, Atlas
Obscura:
"Atlas Obscura has published three big books in the past, all
[New York] Times bestsellers, and
we're publishing our fourth big book in the fall called Atlas
Obscura: Wild Life, which is all about exploring the world's living
wonders and doing it sustainably."
Amy Farley, Executive Editor,
Fast Company:
"In September, Fast Company has its 10th anniversary Innovation
Festival, four days of bringing our brand to life on the
stage."
Michael Barclay II, EVP,
Experiential, Essence Ventures:
"I'm very excited to be launching my new platform, CROWDED Haus,
which is poised to revolutionize the way brands and creators bring
experiences to life."
Aamna Jalal, Head of Business
& Legal Affairs, General Counsel, Superfly:
"We are very excited to launch our latest trend report about the
World of Play. The key takeaway is that various mindsets related to
play are critical to consumer engagement, brand loyalty and
advocacy."
Mikhael Tara Garver, Founder and
CXO, Culture House Immersive:
"At Culture House Immersive, we've just launched our inaugural
immersive incubator, which is incubating 10 to 12 narrative
projects, with big massive worlds and being able to partner with
many of the folks hopefully on this stage and out there [at
C2]."
Lesly Simmons, Founder, The
Dollhouse Project
"I think that the future of experiential is going to include a
lot more purpose-driven and niche events. I'm excited for Dollhouse
Day to be a part of that. We have a goal of giving away 10,000
dolls to kids across the country next year."
Abbey Londer, Festival Director
& Executive Producer of Live Events, Netflix is a Joke:
"The biggest success stories out of Netflix is a Joke Fest were some of our live-to-service
offerings, such as the Tom Brady Roast, John Mulaney's amazing, weird late-night show,
and also the Cat Williams Live Special. I think you can expect to
see a lot more live-to-service offerings from Netflix is a Joke in
the future."
Erica Boeke, Founder and CEO, XP
Land:
"What's next for XP Land — this is a call to gather people in
small groups, in large, epic gatherings, make magic, and raise the
bar. Let's go beyond mediocrity, let's tell amazing stories live,
and in 3D, that help people feel, connect, learn and grow. You are
all part of the XP Land community now. We can't wait to continue
elevating this conversation about what we do and why it's so
important. We can't wait to build tools for the next generation of
experience makers, and we can't wait to continue gathering the
gatherers. Thank you all for your deep curiosity and for coming to
our first ever XP Fronts."
The XP Fronts program was integrated into the first day of C2
Montréal, the award-winning creative business conference, now in
its 13th edition and held at the Grand Quay of the Port of
Montréal. XP Fronts would not be possible without our partners:
wonderMakr, AREA15, Investissement Québec International, Lasso
Studio, Moment Factory, PHI, Rodeo FX and Studio Dease.
About XP Land:
XP Land is the platform built for event makers, creatives, live
storytellers, bold brands, and world-building places and spaces
that drive growth for the $2T+ experiential industry. Launched by
industry insiders, XP Land delivers curated tools, gatherings and
community, as well as best-in-class consulting that enables
culture-shaping leaders and newcomers to innovate, collaborate and
thrive in the YOLO economy. XP Land launched the XLIST, the 100
most creative visionaries in experiential, in 2023, and presented
the XP Fronts, the first-ever experiential upfronts, during C2
Montréal, May 21, 2024.
https://www.xp.land
About C2 Montréal:
Founded in 2012 by creative agency Sid
Lee in collaboration with its founding partner Cirque du
Soleil, C2 Montréal is Canada's
premier creative business event. A true playground for the
imagination, C2 Montréal is an immersive three-day experience
taking place in a highly creative setting that attracts more than
5,000 participants from more than 60 countries and more than 30
industries. https://c2montreal.com/
Media Contact
Lisa Jaycox, XP Land, 1
646-244-6992, lisa@xp.land, https://xp.land
Caitie Murphy, XP Land, 1
917-584-9819, caitie@xp.land, https://xp.land
LinkedIn
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SOURCE XP Land