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Phygital Futures: Why the Best Brand Experiences Now Live in Two Worlds

Events have evolved. Spin a wheel games or a free tote bag doesn’t cut it anymore as consumer behaviors have changed to search for brands they can feel in the room and share online instantly. Enter “phygital”: the mashup of physical experiences with digital layers that extend the magic far beyond the venue.

And here’s the kicker: the companies pulling it off aren’t necessarily the ones with the biggest budgets. They’re the ones who understand that today’s audiences want to straddle both realities at once and the vast legs an experience can take on when it merges both physical with digital.

Why Phygital Works?

Physical-only events are fleeting. You’re there, you enjoy it, and poof! It’s gone the minute you leave. Digital-only events can scale, but they lack soul and emotional connection.

Phygital combines the best of both. The human connection of in-person with the scale, creativity and data of digital. It’s like turning your one-night-only show into a touring act that never stops playing.

And consumers are into it:

• A 2024 Eventbrite study found 62% of Gen Z & Millennials prefer brand experiences in “unexpected, nostalgic, or familiar locations”—especially when they include digital layers.

• By 2030, the phygital market is expected to more than double, fueled by demand for immersive, tech-enabled retail and events.

Real-World Phygital Wins That Don’t Require a Hollywood Budget

1. Nespresso’s Vertuo Pop Takeover at Orchard MRT (Singapore)

Morning commuters weren’t just rushing through their train ride—they were stepping into a coffee wonderland. Nespresso transformed a busy transit hub into a sensorial brand moment, using giant LED panels and scent diffusers to fill the station with coffee aroma and visual intrigue. It was unexpected, delightful, and seamlessly digital—the buzz went beyond the platform. Read it here

2. Bumble’s ‘Compliments’ Booth at Budweiser Stage (Canada)

At a music venue, Bumble didn’t just pitch dating—they brought digital warmth into the physical world. Their “Compliments” booth invited concert-goers to interact with digital cubes that displayed uplifting messages. It turned the app experience into something you could touch, feel, and share in real-time—with zero app downloads required. Read it here

3. Adidas Netherlands’ Billboard Run (Stockholm)

Fitness meets gamification. Runners kicked off at QR-code kiosks taped across the city and chased their pace to a finish line. Their times were then displayed in real time on a giant billboard, turning a campaign into a physical/digital relay race. You jogged. You competed. You saw yourself on screen. It spoke to the competitive nature in athletes. Read it here