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PORTUGAL – Five Trends for Creating Impactful Brand Experiences in 2025
The Audience Seeks a Genuine Connection, Says Multilem
Multilem shares five trends that will redefine how brands connect with people.
For Multilem, a Portuguese company specializing in brand experiences, if 2025 were an event, “it would be the one no one wants to miss—full of innovation, creativity, and trends that are changing the game in the event and brand activation industry.”
According to the agency, “between holograms, immersive experiences, and environmental concerns, the audience expects more than just a ‘show’—they seek a true connection.”
With this in mind, Multilem shares five trends for creating impactful brand experiences throughout the year:
Technology and Artificial Intelligence
According to Multilem, “from augmented reality to hyper-realistic content, artificial intelligence is already stealing the spotlight, turning events into truly unforgettable spectacles.”
However, the agency questions, “Is what we see still real, or just a well-crafted digital version?” For Multilem, “the key to success lies in the perfect fusion between physical and digital. When used effectively, technology not only surprises but also creates lasting memories.”
Personalization
Believing that “the more tailored experiences are to individual preferences and lifestyles, the more memorable (and authentic!) they become,” Multilem highlights personalization as a key trend in 2025.
“With advanced tools, it is possible to design personalized agendas, surprise attendees with custom-made gifts, and even integrate exclusive wellness experiences. This special touch creates a strong emotional connection and enhances the event’s value, leaving lasting positive memories,” the agency emphasizes.
Sustainability
Sustainability also appears on Multilem’s list not just as a trend but as “a necessity.” From “replacing plastic with eco-friendly alternatives to using local catering and adopting zero-waste practices, environmental commitment is gaining prominence and reshaping the events industry.”
In the agency’s view, sustainability is “a mindset,” and “the circular economy emerges as a key factor in this transformation, ensuring that events leave more than just good memories—they leave a positive impact on the planet.”
Content
In an industry where participants “increasingly seek meaningful experiences,” Multilem also identifies interactive content creation as a major focus for 2025. “The audience no longer just wants to watch—they want to participate, co-create, and play an active role in the experience. This desire for interactivity and collaboration is redefining the event landscape, where guests stop being spectators and become protagonists,” the agency states.
“By giving participants the opportunity to create content and contribute to the experience, brands generate unique moments filled with meaning and interaction,” it adds.
Pop-Up Experiences
Combining brand activations with “immersive designs, interactive experiences, and a touch of exclusivity” at events is another key recommendation from Multilem.
“What if, suddenly, our favorite brand appeared in the most unexpected place?” the agency asks. “That’s how pop-up experiences capture audiences—by creating unique and unmissable moments. More than just selling products, they’re about storytelling, sparking emotions, and making people feel they are in the right place at the right time,” it concludes.