People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Netflix is rolling out immersive experience venues themed after its major franchises likeStranger ThingsandBridgertonin the US. People are increasingly prioritizing experiential travel experiences that can transport them to the worlds of their favorite films and series.

Alo Yoga has debuted its shopping app for Apple's first Vision Pro headset, focusing on 3D shopping experiences and immersive mindfulness experiences. People are looking for captivating shopping experiences, and brands are betting on new technology innovations to provide them.

Xydrobe has announced Harrods as the first retail partner for its multi-sensory VR cinema, providing a diverse program of tactile, immersive experiences. With audience expectations around experiential shopping increasing, digital integrations can enhance storytelling and community engagement.