On this weekās episode of the Event Industry News podcast, we welcomed Avantgardeās digital creative director, Thom Greybe.
Avantgarde is a global brand experience agency that has been designing measurable experiences for 35 years. Its 10 locations include Berlin, Cologne, Dresden, Dubai, London, Munich, SĆ£o Paulo, Shanghai, Vienna and Zurich.
Speaking about the power of experiential events, Thom stated people seek out places and events where they can āfeel something and see something different.ā
He continued: āI donāt think digital necessarily relates just to screen-based content in the experience arena, I think it actually starts to become a lot more interesting, a lot more part of the story-telling.ā
The fast advancement of technology in recent years, such as smart devices and the internet, has made people used to digital technology: it has become a part of daily life for most people. However, technology such as an ā84-inch touchscreenā isnāt a usual occurrence so it is important to observe and monitor how audiences react to such technology to determine its success.
Giving an example, Thom said: āPeople have a much lower tolerance of getting things wrong when everyone is watching. You have to be so direct about what people need to do on that screen because, if they make a mistake, they feel silly and they leave, which is not what you want!ā
This creates a challenge for designers to determine the balance of finding engaging content that attracts audiences and making it easy for them to navigate and use.
If you think you have a relevant topic to discuss and would like to feature on the Event Industry News podcast, please email molly@eventindustrynews.com.
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