Experiential Space Trends: What last year tells us about this year and beyond

Andrew Bodwick, Client Services Director at SpaceandPeople

For more information, request a copy of our Experiential Trends Report here: Experiential Space Trends 2025/26 – Experiential Space

If 2023 and 2024 reminded us that real-world interactions still matter, then 2025 proved they’re absolutely essential. SpaceandPeople’s latest experiential trends report, informed by booking data and insights from our CORE database, paints a clear picture: brands are doubling down on immersive experiences in high‑impact environments, connecting with customers through the kind of encounters that digital alone can’t replicate.

As we look at how behaviours have evolved, distinct patterns emerge to show us where face‑to‑face marketing is heading.

Sampling still reigns supreme

Sampling was a core element for many brands in 2025, representing nearly 49% of all bookings, a 6% increase from the previous year. The appeal is obvious: it’s fast, scalable, and delivers immediate impact in high‑footfall environments. Food and soft drinks brands once again led the way, capitalising on seasonal peaks to promote new product launches. Activity ranged from classic sampling to more immersive experiences, often tied to summer, sport and on-the-go occasions.

Whether in train stations, shopping centres or city centres, brand‑to‑hand moments continue to offer unmatched efficiency for awareness and trial. With major sporting events coming up in 2026, sampling activity is here to stay.

Beauty becomes a mainstay

One of the most striking shifts of 2025 was the rise of beauty and cosmetics to become a core experiential sector category. No longer an occasional participant as it has been in previous years, but a consistent, expanding presence. Bookings more than doubled from H1 to H2, as brands created richer, more immersive activations in the lead up to Christmas.

Prestige brands, high street favourites, and specialist skincare labels all embraced experiential as a route to differentiation in an ever-expanding market. These activations blended product trial, personalisation, professional artistry, pop-ups and inline retailer collaboration – particularly as gifting season approached.

Tech, streaming and entertainment brands scaled up

Digital‑first brands know that tangibility drives trust and in 2025, they invested accordingly. Streaming platforms, gaming brands and tech giants all focused on visibility, building distinctive, memorable experiences people could interact with and share on socials.

Samsung with Blue Square fully embraced this strategy by orchestrating a 3-pronged roadshow targeting different demographic groups in Spring/Summer 2025: the Samsung Experience Bus Tour visited high footfall locations, the Galaxy Hangout Tour engaged students and the Samsung Milk Float Tour targeted the leisure demographic, stopping at a range of unique locations including Alton Towers Resort, Bournemouth 7s Festival and Pub in the Park London. With nearly 300 live activation days and 57 venues, it was a logistical puzzle but one well worth the effort.

We expect even more from this category in 2026. As AI, connected devices and technology in general continue to evolve, “touch it, try it, play it” will remain a driving force.

Where activations take place and why it matters

Shopping venues and travel hubs were neck‑and‑neck for venue choice, reflecting a strategic balance between dwell‑time environments and high‑throughput spaces. City centres also remain vital for large‑format brand theatre, while universities continued to gain traction, particularly for tech, beverage and entertainment brands targeting Gen Z.

Geographically, London retained its position as the UK’s experiential capital, representing 39% of activity. Manchester solidified itself as the country’s clear second city, followed by Birmingham, Leeds, Newcastle, Glasgow and Edinburgh, which together form a strong national backbone for roadshows.

Seasonal activations tied in with key events

Each quarter highlighted distinct themes:

• Q1: Banking and finance service providers, including alignment with major sporting events.
• Q2: Luxury beauty roadshows, festival‑linked activations, and sampling for summer-holiday related products, particularly in travel hubs.
• Q3: Back‑to‑school food sampling, beauty tours in external locations, and PR‑driven stunts.
• Q4: Festive pop‑ups, beauty hall partnerships, and a notable increase in automotive activations.

These patterns highlight how brands use real‑world touchpoints to complement retail cycles, product calendars and cultural moments.

Looking Ahead to 2026

Three trends are shaping the upcoming months:

1. Sampling will stay strong
It remains the fastest method for mass awareness and trial, especially around summer events and sporting milestones.

2. Beauty and wellness will keep growing
Tech‑infused experiences, expert‑led demos and retail‑linked collaborations will be prominent in this category.

3. Tech and streaming brands will amplify their presence
Hands‑on engagement is now integral for many digital‑first brands looking to build trust and establish emotional relevance.

2026 has already showcased a range of activations, with soft drinks and food brands ensuring that sampling has been the main focus so far (48%). Beauty has also started strong, making up nearly 14% of all activations, with a particular focus on perfume sampling in the run up to occasions such as Valentine’s Day and Mother’s Day.

One message is unmistakable across all the data and insights: brands crave real‑world impact, and consumers value real‑world interaction. The experiential landscape isn’t just healthy – it’s accelerating.

For more information, request a copy of our Experiential Trends Report here: Experiential Space Trends 2025/26 – Experiential Space