31/01/2026
In 2026, audiences are already showing up with context — and a low tolerance for work that feels busy instead of built.
In XP Land’s latest article, XP Council members across brands, agencies, and production floors share what they’re seeing on the ground and why experiential work in 2026 either earns immediate attention or gets clocked and skipped.
It’s clear that novelty isn’t enough anymore and the work that wins is focused, well-built and intentional from start to finish.
Shout out to Lauren Austin, Rob Blasko, Erica Boeke, Gen Cleary, Jenna Isken, Frankie Margotta, Lou Pizante, David Shulman, Lesly Simmons, Louisa St. Pierre, Tommy Wallach and Alicia Yaffe for their insights.
Read how experiential is changing, according to the people shaping what comes next. 👉 https://www.xp.land/latest/how-experiential-is-changing-in-2026-according-to-the-xp-council/
