Why the World Needs More Happenings – Now More Than Ever.

The term happening dates back to the 1960s. Allan Kaprow wanted to rethink art – not as an object, but as a process. Not to observe, but participate . The audience became actors, the work a shared experience.

Today – over 60 years later – this approach is more relevant than ever. In a world where screens and scrolls dominate our everyday lives, the longing for real encounters is growing. For touch. For Participation .

Happenings offer exactly that: spaces in which people are not spectators, but protagonists. Experience instead of information. Connection instead of mediation.

What was once considered radical art is now an effective format in experience design – from immersive brand experiences to curated knowledge exhibitions.

Kaprow would be proud: Art events became brand experiences. Audiences became participation. Welcome to the era where experiences don't impress – they move.

What's next?

Personalized experiences in real time. Technologies like AI and mixed reality enable experiences that are tailored to users in real time. At the same time, there is a growing demand for immersive experiences of socially relevant topics – from sustainability to empathy.

Experience spaces are becoming spaces of possibility – and happenings are becoming laboratories for the future. Here are some trends:

1. Mixed Reality Goes Mainstream AR, VR, and spatial computing are no longer gimmicks—they're redefining the exhibition experience. The line between the physical and digital worlds is blurring. What matters is presence—regardless of location. Whether virtual twins, interactive spaces, or collective simulations: Mixed Reality makes the invisible tangible and the complex comprehensible. And it transforms visitors into active participants.

2. AI as Co-Creator Artificial intelligence is no longer just a tool—it's becoming a co-creator. Whether it's data-driven art installations, generative sound spaces, or adaptive storylines, AI is expanding the creative space of possibilities—not linearly, but emergently. One example is Refik Anadol's Dataland —a museum that creates immersive narratives from data-driven emotions. A new chapter is emerging here: Human x Machine Creativity .

3. Multisensory Experiences as Dramaturgy: Experiences have a deeper impact when they engage more than one sense. Not just sight and hearing – but touch, smell, and taste. Multisensory exhibitions stage content as resonant spaces. Soundscapes, scent control, temperature gradients – emotion becomes material. And the experience stays in the body, not just in the mind.

4. Experience Cuisine: Food becomes the stage. Gastronomy is no longer an accessory, but an integral part of the story. Thematically curated. Staged. Immersive. From planet-based menus to data-driven taste experiences – culinary arts appeal to the limbic system like no other medium. And creates community in real time.

5. Mindful Immersion: As the digital age continues to escalate, the desire for inner reconnection grows. Immersive experiences that facilitate mindfulness and reflection aren't a trend—they're a necessity. The space becomes an invitation to breathe deeply, center yourself, and connect. Whether through breathwork domes, sound installations, or quiet zones, the exhibition becomes a safe space for self-experience .

Why immersive brand experiences work – Current figures & insights

Growth of the immersive marketing market

The global immersive marketing market was valued at USD 6.9 billion in 2024 and is expected to grow to USD 29.68 billion by 2030 at a CAGR of 28.6%.

Willingness to buy increases significantly

• 61% of consumers are more likely to buy from brands that use immersive technologies such as AR or VR.

• 30% higher purchase intent among participants of experiential marketing campaigns.

Emotional connection & brand loyalty

• 47% of respondents feel a stronger emotional connection to the brand through immersive experiences.

• 59% of marketers confirm that experiential marketing promotes long-term customer relationships.

Measurable increase in sales and engagement

• 88% increase in sales in virtual stores with gamification elements.

• 77% more clicks on product pages through immersive shopping experiences

Tip at Expo 2025 Osaka: "Physical Twin Symphony"

A special highlight of Expo 2025 in Osaka is the "Physical Twin Symphony." This live performance combines humans and technology in an experimental presentation that actively engages the audience. The event symbolizes a future in which technology and human creativity collaborate to create new forms of expression.

Next Generation Fashion Experiences

Balenciaga x Apple Vision Pro – couture meets mixed reality

Balenciaga takes the fashion experience to a new level – with Apple Vision Pro. Users experience iconic fashion shows like the Spring 2025 show in Shanghai or the 53rd Couture show in Paris in 180° and 4K – shot with stereoscopic drone technology. Surround sound, virtual backdrops, and curated playlists create a true "front row" feeling.

Interactive 3D lookbooks allow you to freely explore and rotate designs and accessories. A virtual tour through the historic couture atelier in Paris offers exclusive insights into the brand's creative heritage.

In the future, Balenciaga plans to offer direct purchase of ready-to-wear pieces via app – immersive experience meets luxury commerce.

Stereoscopic drone technology brings events into the third dimension. 3D live images from the air make every event for an immersive experience – whether a concert, brand experience or cultural festival.

For maximum impact. This way, the audience becomes not just a spectator, but part of the story: Let's create the next happening. Together.

The Happening Collective is a creative ecosystem for brand experiences, events, and immersive productions. We combine art, technology, design, and architecture to create interactive worlds, in which brands don’t send messages – but rather enter into relationships.

Our attitude: Experiences that don't impress, but activate. Messages become experiences. Emotion amplifies impact. Brand becomes movement.

Whether it’s an exhibition, launch, or strategic happening – we design spaces where people are not just there, but right in the middle of it.